Effects of Design Symmetry on Perceptions of Brand Personality

Aditi Bajaj, Georgia Tech, USA
Samuel Bond, Georgia Tech, USA
We focus on the influence of symmetry in visual design on consumer inferences regarding brand personality. Grounding our approach in aesthetics and visual perception, we argue that symmetry and asymmetry, respectively, enhance perceptions of brand sophistication or excitement, and we trace this to the aesthetic interpretation of symmetric imagery.
[ to cite ]:
Aditi Bajaj and Samuel Bond (2014) ,"Effects of Design Symmetry on Perceptions of Brand Personality", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 402-402.