Wu Xianghu
Southwest Jiaotong University Hope College, Chengdu, China.
PLoS One. 2025 Jan 28;20(1):e0317229. doi: 10.1371/journal.pone.0317229. eCollection 2025.
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.
在品牌竞争激烈的时代，一个成功的标志可以有效地提高消费者对公司的认知度。然而，现有研究尚未全面考察标志设计中的对称性这一方面。针对这一空白，本研究调查了标志对称性对消费者感知产品质量的影响。通过三项在线实验，结果表明，与不对称标志相比，对称标志显著提高了感知产品质量，感知稳定性在这一效应中起中介作用。此外，该研究证实了认知负荷的调节作用，表明对称标志仅在低认知负荷下对感知产品质量有积极影响，而在高认知负荷下这种影响消失。本研究为视觉标志设计领域做出了贡献，并为公司在产品推广和标志设计方面提供了实用的见解。
