Short answer

When aiming to convey excitement or dynamism, consider incorporating elements of asymmetry into your brand's visual identity.

Field: Classic Design
Source: Journal of Consumer Psychology (2017)
Method: Experimental research
Evidence: Moderate effect

Introducing asymmetry into visual brand elements can lead consumers to perceive a brand as more exciting. This classic design research insight is drawn from a 2017 study published in Journal of Consumer Psychology. Using Experimental research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When aiming to convey excitement or dynamism, consider incorporating elements of asymmetry into your brand's visual identity.

Study

Classic DesignHigh ImpactModerate effect

Asymmetry in Visual Design Signals Brand Excitement

Introducing asymmetry into visual brand elements can lead consumers to perceive a brand as more exciting.

Journal of Consumer Psychology · 2017

Key Findings

01Asymmetry in visual brand elements is associated with brand excitement.
02This effect is partially mediated by subjective arousal.
03Symmetry is not always the preferred or most effective design choice for all desired brand perceptions.

Application

Design takeaway

When aiming to convey excitement or dynamism, consider incorporating elements of asymmetry into your brand's visual identity.

How to apply

When developing brand logos, packaging, or marketing collateral, experiment with asymmetrical compositions to gauge consumer response for brands aiming for an energetic or adventurous personality.

Project actions

01When designing a brand identity, consider how symmetry or asymmetry might influence the perceived personality.
02Think about what emotions you want your design to evoke and if asymmetry could help achieve that.

Method & Evidence

AimTo investigate the relationship between visual symmetry in brand elements and consumer perceptions of brand personality, specifically excitement.

MethodExperimental research

ProcedureFour experiments were conducted where participants were exposed to visual brand elements with varying degrees of symmetry and asymmetry. They then rated the brand personality attributes, including excitement, and subjective arousal.

ContextBrand design and consumer psychology

Variables

IVSymmetry/asymmetry of visual brand elements

DVPerceived brand personality (excitement), subjective arousal

CVBrand type, specific visual elements used, participant demographics

Strengths & Limitations

Strengths

+Multiple experiments provide robust evidence.
+Investigates a mediating psychological mechanism (arousal).

Limitations

The study focused on specific visual elements; real-world brand perception is influenced by many factors.

Reliability & validity

The use of multiple experiments and the investigation of a mediating factor contribute to the study's validity. Reliability would depend on the replicability of the findings across different samples and contexts.

Think critically

To what extent does the cultural context influence the perception of symmetry and asymmetry in brand design?

Design Principles

"Strategic asymmetry can be a powerful tool for evoking specific brand personality traits like excitement."

This insight challenges the traditional emphasis on symmetry as a universal aesthetic ideal. Designers can leverage asymmetry to intentionally evoke specific emotional responses and differentiate brands in a crowded marketplace.

What This Means for Your Design

Making a brand's design a little 'off-balance' or asymmetrical can make people think the brand is more exciting.

How to use in your project

1.This research can inform the rationale behind design choices, particularly when aiming for specific brand personality traits.

Add to My Project

Quick Cite

Paragraph starter

The research by Bajaj and Bond (2017) suggests that asymmetry in visual design can be intentionally used to communicate brand excitement, a finding that can guide the development of brand identities aiming for dynamic and engaging personalities.

Source

Journal of Consumer Psychology

Beyond Beauty: Design Symmetry and Brand Personality

journal · 2017

View source

Questions About This Research

What does the research say about asymmetry in visual design signals brand excitement?: When aiming to convey excitement or dynamism, consider incorporating elements of asymmetry into your brand's visual identity. Evidence: Journal of Consumer Psychology (2017).
Why does "Asymmetry in Visual Design Signals Brand Excitement" matter for design?: This insight challenges the traditional emphasis on symmetry as a universal aesthetic ideal. Designers can leverage asymmetry to intentionally evoke specific emotional responses and differentiate brands in a crowded marketplace.
How can designers apply this research?: When aiming to convey excitement or dynamism, consider incorporating elements of asymmetry into your brand's visual identity.
What were the main findings?: Asymmetry in visual brand elements is associated with brand excitement.. This effect is partially mediated by subjective arousal.. Symmetry is not always the preferred or most effective design choice for all desired brand perceptions.
What research method was used?: Experimental research.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2017 journal from Journal of Consumer Psychology.
What should I do differently in my next project?: When developing brand logos, packaging, or marketing collateral, experiment with asymmetrical compositions to gauge consumer response for brands aiming for an energetic or adventurous personality.
What are the limitations?: The specific types of visual elements and brands used in the experiments may not generalize to all contexts. The mediating role of subjective arousal requires further exploration.