28 Aug 2024
Apart from various reasons why your logo got rejected visually, one of the most significant is that it lacked balance.
Symmetry is fundamental to human vision. If you think the term 'fundamental' is a bit too much, let us look at it this way. When something is symmetrical, your eyes seem to be drawn to the other elements of that thing. But when that thing is not symmetrical, no matter how beautiful, logical, or stunning the design is, your eyes continue to search for the missing factor. That missing factor is symmetry. And dare we say that symmetry makes things look beautiful., well, most of the time it does.
If you're thinking about why symmetry matters so much to the human eye, the answer lies behind the psychology of the human brain. Our brain processes visual information and by feeding it visuals, we're able to decipher things.
The Warm Lap of Psychological Comfort of Symmetry
There are so many who want to break the rules and change them. If you belong to that category, let us tell you that you won't be able to break this one. Humans have an unbeatable preference for symmetry. This preference is rooted in our evolutionary history. Symmetry in nature indicates health, balance, and stability. This natural inclination towards symmetry has trickled down into biology and finally into our appreciation of art, architecture, and design.
So when it comes to logos, symmetry provides a sense of harmony and order that cannot be beaten easily. When a logo is balanced, it becomes very easy for the brain to process it. The brain is able to form a connection with the image almost instantly. This happens because our brains are wired to find comfort in repetitive patterns. Symmetry just feels right and hence it can be remembered easily. The most important part is that it is even more trusted by the customers.
The impact of a Balanced Logo Design
As mentioned above, symmetry conveys a sense of trust. This in turn leads to conveying professionalism. We've talked about the major brands and their logos several times. Let's reveal what each of them has done to stay symmetrical.
If you look at Apple, McDonald's or Chanel's logos. they all exude symmetry. And their logos elicit stability and consistency. This is particularly important in branding, as consumers tend to associate symmetrical designs with quality and dependability.
And if you look at it, symmetrical logos don't need to be changed frequently since they are grounded and when a design principle appeals to our basic psychological instincts, they are unlikely to go out of trend.
The Science Behind Minimalist Logos
When we encounter a symmetrical design, both hemispheres of the brain are engaged in the process. This makes the interpretation of the image effortless.
This phenomenon is known as the “mere exposure effect,” where people develop a preference for things simply because they are familiar. Symmetrical logos, being easier to recognize and recall, benefit from this effect. Over time, consumers build a connection with the logo, which translates into brand loyalty.
The Power of Balanced Design
By creating a sense of balance symmetrical logos relate more with consumers, making them more likely to trust and remember the brand. And if science is to be believed, the most successful logos are those that balance symmetry with creativity. These logos are not only pleasing to the eye but also remain unique and memorable. As brands continue to evolve, the science of symmetry will remain a timeless principle in the art of logo design.
