Beyond Beauty: Design Symmetry and Brand Personality

Aditi Bajaj · Samuel Bond

90 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Color perception and design

Abstract

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.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1974An approach to environmental psychology 1962Cognitive, social, and physiological determinants of emotional state.1960Conflict, arousal, and curiosity.1997Dimensions of Brand Personality 1997Dimensions of Brand Personality 1999Core affect, prototypical emotional episodes, and other things called emotion: Dissecting the elephant.

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