THE VISUAL ASYMMETRY EFFECT: AN INTERPLAY OF LOGO DESIGN AND BRAND PERSONALITY ON BRAND EQUITY

Five studies utilizing a variety of experimental approaches and secondary datasets show that a visual property present in all brand logos—the degree of symmetry/asymmetry—can interact with brand personality to impact brand equity. Specifically, compared to 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...