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Symmetry: Culture and Science
Volume 33, Number 4, pages 375-385 (2022)
https://doi.org/10.26830/symmetry_2022_4_375

HOW DOES VISUAL SYMMETRY BECOME A MARKETING STRATEGY?

Seda YILDIRIM¹ Seda H. BOSTANCI^2* Seyfettin ERDOĞAN³

¹ Department of Business, Tekirdağ Namık Kemal University, Namık Kemal Mahallesi, Süleymanpaşa, 59030. Tekirdağ, Turkey.
Email: sedayil1@gmail.com, sedayildirim.cv.nku.edu.tr
ORCID: 0000-0003-4367-6652

² Department of Political Science and Public Administration, Tekirdağ Namık Kemal University, Namık Kemal Mahallesi, Süleymanpaşa, 59030. Tekirdağ, Turkey.
Email: shbostanci@nku.edu.tr
Web: http://shbostanci.cv.nku.edu.tr/
ORCID: 0000-0002-3559-2224

³ Department of Economics, İstanbul Medeniyet University, 34720, İstanbul, Turkey.
Email: seyfettin.erdogan@medeniyet.edu.tr
ORCID: 0000-0003-2790-4221

^* corresponding author

Abstract: Symmetry is closely related to the concept of aesthetics. While aesthetics was defined as a visual value that stimulated good feelings in the past; nowadays, it is mentioned as the aesthetics of works of art or designs that make a striking difference and have communication value. Similarly, although symmetry makes a product or work of art more admirable or preferable, asymmetry can also contribute to attracting attention and adding originality to product design. Thus, symmetry and asymmetry can create a competitive edge for the designed product. This study aims to investigate how visual symmetry is used as a marketing strategy. It is noticeable that visual symmetry is used in terms of brand, visual design and logo design in terms of marketing. It is noticeable that asymmetrical designs can be an effective strategy in marketing as well as designs with a strong symmetry effect. Thus, the decisions related to the effect of symmetry in product and logo design are a controversial issue among marketing strategies. A systematic review method is used in this study. As a result of the study, it was concluded that symmetry can make a difference in the perception of customers.

Keywords: Symmetry, marketing, advertising, brand and logo.

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