A consommateurs conservateurs, identités de marques conservatrices ?

J’ai aimé ce rapport d’étude publié dans Warc, au sujet des impressions associées à la symétrie d’un logo :

Consumers are more likely to think of a brand as dynamic and youthful if it has an asymmetrical logo, and they associate brands with a symmetrical logo with less exciting qualities like sincerity and sophistication, new research shows.

Consumers who were offered pairs of brand logos – one symmetrical and one asymmetrical for each brand – were much less likely to associate symmetrical brands with attributes such as being trendy, cool, youthful and imaginative, they found.

“Brand managers and designers who are creating or modifying a logo should consider using an asymmetrical logo if the brand has an exciting personality. Conversely, when the brand does not have an exciting personality, using a symmetrical logo can be more favorable.

Ce qui m’amuse, c’est le conservatisme de la perception des consommateurs.

On demande aux marques jugées excitantes d’avoir un logo rigolo tandis et vice versa pour les marques jugées non excitantes. Les marques sont rangées dans des cases, sans intersectionnalité possible. 

Je vous laisse en déduire ce que vous voudrez.

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