Onur Cobanli explains:
Of course new and original designs might have unique forms and functionality that is unexpected and not easily understood since no previous example did not exist; however, when making product design for an existing product type (such as a new chair) rather than a new invention; consumers who look at that design should immediately understand that the product is indeed whatever it is expected to be (such as a chair should look like a chair); Good industrial designs must adhere to customer expectations for form and function to ensure being marketable and successful.