Beyond Beauty: Design Symmetry and Brand Personality
研究了视觉设计中的对称性如何影响消费者对品牌个性的推断，发现不对称设计会让人联想到品牌兴奋感，部分由主观唤醒驱动。
Our research explores connections between a fundamental element of visual design, namely symmetry, and consumer inferences regarding brand personality. In contrast to prior work focused on broad affective responses, we propose that symmetry plays an additional, nuanced role in the communication of brand personality. Results of four experiments reveal that asymmetry in visual brand elements is associated by consumers with brand excitement, and that the effect is driven in part by the experience of subjective arousal. These findings contribute to growing interest in visual design and consumer processing, while extending current understanding regarding the communication of brand personality.