The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity
通过五项实验和二手数据，发现品牌标志的不对称性会与品牌个性中的兴奋感交互作用，提升品牌评价和市场估值，即“视觉不对称效应”。
Five studies using a variety of experimental approaches and secondary data sets show that a visual property present in all brand logos—the degree of (a)symmetry—can interact with brand personality to affect brand equity. Specifically, compared with symmetrical logos, asymmetrical logos tend to be more arousing, leading to increased perceptions of excitement. As such, consumers tend to perceive asymmetrical logos as more congruent with brands that have an exciting personality. This can boost consumers’ evaluations and the market’s financial valuations of such brands, a phenomenon referred to as the “visual asymmetry effect.” The studies also show that this interplay between brand personality and logo design occurs only for the personality of excitement and the visual property of asymmetry. These findings add to theories of visual design and branding and offer actionable insights to marketing practitioners.