Beauty of symmetry - The impact of logo symmetry on perceived product quality.
In an era of intense brand competition, a successful logo can effectively boost consumer awareness of a company. However, existing research has not thoroughly examined the aspect of symmetry in logo design. Addressing this gap, the present study investigates the impact of logo symmetry on consumers&...
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| Format: | Article |
| Language: | English |
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Public Library of Science (PLoS)
2025-01-01
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| Series: | PLoS ONE |
| Online Access: | https://doi.org/10.1371/journal.pone.0317229 |
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| _version_ | 1832540166937378816 |
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| author | Xianghu Wu |
| author_facet | Xianghu Wu |
| author_sort | Xianghu Wu |
| collection | DOAJ |
| description | In an era of intense brand competition, a successful logo can effectively boost consumer awareness of a company. However, existing research has not thoroughly examined the aspect of symmetry in logo design. Addressing this gap, the present study investigates the impact of logo symmetry on consumers' perceived product quality. Through three online experiments, the results revealed that symmetrical logos significantly enhance perceived product quality compared to asymmetrical logos, with perceived stability mediating this effect. Furthermore, the study confirmed the moderating role of cognitive load, showing that symmetrical logos positively affect perceived product quality only under low cognitive load, while this effect vanishes under high cognitive load. This study contributes to the field of visual logo design and provides practical insights for companies in product promotion and logo design. |
| format | Article |
| id | doaj-art-2ceafe3af86943029bf12d3ad305ae86 |
| institution | Kabale University |
| issn | 1932-6203 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Public Library of Science (PLoS) |
| record_format | Article |
| series | PLoS ONE |
| spelling | doaj-art-2ceafe3af86943029bf12d3ad305ae862025-02-05T05:31:59ZengPublic Library of Science (PLoS)PLoS ONE1932-62032025-01-01201e031722910.1371/journal.pone.0317229Beauty of symmetry - The impact of logo symmetry on perceived product quality.Xianghu WuIn an era of intense brand competition, a successful logo can effectively boost consumer awareness of a company. However, existing research has not thoroughly examined the aspect of symmetry in logo design. Addressing this gap, the present study investigates the impact of logo symmetry on consumers' perceived product quality. Through three online experiments, the results revealed that symmetrical logos significantly enhance perceived product quality compared to asymmetrical logos, with perceived stability mediating this effect. Furthermore, the study confirmed the moderating role of cognitive load, showing that symmetrical logos positively affect perceived product quality only under low cognitive load, while this effect vanishes under high cognitive load. This study contributes to the field of visual logo design and provides practical insights for companies in product promotion and logo design.https://doi.org/10.1371/journal.pone.0317229 |
| spellingShingle | Xianghu Wu Beauty of symmetry - The impact of logo symmetry on perceived product quality. PLoS ONE |
| title | Beauty of symmetry - The impact of logo symmetry on perceived product quality. |
| title_full | Beauty of symmetry - The impact of logo symmetry on perceived product quality. |
| title_fullStr | Beauty of symmetry - The impact of logo symmetry on perceived product quality. |
| title_full_unstemmed | Beauty of symmetry - The impact of logo symmetry on perceived product quality. |
| title_short | Beauty of symmetry - The impact of logo symmetry on perceived product quality. |
| title_sort | beauty of symmetry the impact of logo symmetry on perceived product quality |
| url | https://doi.org/10.1371/journal.pone.0317229 |
| work_keys_str_mv | AT xianghuwu beautyofsymmetrytheimpactoflogosymmetryonperceivedproductquality |