Aaaaannnyyywho... on fun and second-order design:
One thing we've all tacitly agreed on is that each game should provide it's own kind of fun, and there are way that first-order design can do this (for details, see any other thread), but second-order design will either follow through on this or not. I do believe there are things the author of the game to do to influence this:
1. Make the genre clear. If players don't know what kind of fun you were trying to provide, then they may try to use the game to create a different kind of fun, which is inefficient at best. Like trying to use dnd characters in a strait horror game, it's either not going to work, work badly, or require a ton of heavy lifting from the gm.
This can be done a lot of ways, but the rules themselves might be the worst way to do this. Experiennced players can derive the genre from the rules, but it takes a lot of reading between lines. What can make it clear?
Art, whether pictures or short fiction or whatever else ou can include: the more the art looks like Conan, the more likely people are to expect Conan-like gameplay. If it looks like Sword Art Online, they'll expect different things. Getting this wrong can torpedo the whole experience.
Layout: Probably 4e's biggest mistake is printing ttrpg game books that look like video game strategy guides. Sure, they're very useable, but they present the wrong genre.
Just telling people. Like, seriously, put it on the front cover.
2. Build rules that support the genre, but more importantly: don't build rules that don't support the genre. Players will always look at the rules first to determine what kinds of things they can do. If there's a rule for it, it's obviously an option. If there's no rule, it may or may not be an option. They'll try the sure things first.
Character sheets can play into this.
3. Control the conversation (to a point) - if the designer is able to interact with the community, they'll be able to reinforce what the game is and isn't, and re-direct players who want something else to a better experience. It's better to have non-buyers who don't want your game right now. They'll come back when they are interested. Some of this is social media, some is advertising.
At some point I'll try to post thoughts on this topic form a dm and/or point of view.