Symmetrical Design is a form of artwork where the objects or elements are arranged identically on both sides of the axis. You will have perfect symmetry when the objects are mirrored and exactly the same.
While perfect symmetry can be alluring, that is not the only acceptable form of symmetrical design.
Why Symmetrical Design is Important in Advertising
Symmetry is important in various forms of advertising because it helps add balance to the overall design.
When the elements are aligned on either side of the axis, the design is pleasing to the human eye. When you visit a website where the images are neatly lined up in columns, it is naturally much easier to navigate. The content is also easy to read from top to bottom or left to right.
It may not seem very important to have all elements aligned on a website or advertisement at first, however, when you think about the websites that you visit often due to ease of use, and those that are not aligned symmetrically, the balanced site seems to be more professional and in-tune with what the customer needs.
Symmetrical design can also allow you to place more details or images on an advertisement or poster. If your text or images are all over the place, the target audience may miss some important details such as the date of an event or the lineup for a live music show.
Placing the elements symmetrically in a block format makes it easier to read and absorb all the information.
Symmetrical Balance and Advertising
Symmetrical balance is a form of design that you can achieve by placing objects in an even fashion. Any time that a design has symmetrical balance, it may be divided straight up the central axis.
Studies have been performed on the human brain’s reaction to symmetrical balance and design, and the results have shown that we are attracted to this design more so than any other – because we are symmetrical beings ourselves.
When a design has symmetrical balance, it ensures that all four areas, left, right, top, and bottom are balanced. It provides your design with the strong sense of unity and repetition that the human mind craves. This design can also help create order within your advertisements.
Asymmetry is the opposite of symmetrical design. These designs feature the elements differently on both sides of the axis. While it may not be disruptive with all applications, for the most part the slightest hint of asymmetry can throw off balance with design and make a website or advertisement appear to be out of balance or disorganized.
Pinterest is one website that uses an asymmetrical design. While it doesn’t appear to turn off visitors to the popular social media site, the variance in the design from left to right can make it difficult to scan the page and see everything you would like to.
When and Where You Should Use Symmetrical Design
The key to producing successful visual communication is to find the right balance in your design.
Any time that your design is out of balance, you will lose your message in the chaos. The main components like significant proportion or hierarchy are lost because the overall design has lost its impact on the customer.
There is a time and place to use symmetry in visual designs. Here are a few tips on how to use the method correctly.
Symmetry refers to the arrangement of elements on a page that are equal on either side. This includes geometric shapes like a square, a circle, or a triangle – or other items such as a person’s face or a butterfly. If the item was folded down the center, each side would be equal in size and shape. This is known as bilateral symmetry.
Asymmetrical Designs Can Work in Advertising When Used Correctly
Companies that wish to display professionalism and exude trust should use symmetry in their marketing strategies. Symmetrical designs always have a balanced feel to them and that can be very pleasing to the human eye and mind.
However, we shouldn’t dismiss asymmetrical design altogether. Popular, industry leading brands have used asymmetrical design in their logos and advertisements for years and have seen success with it.
Think about the logos for companies such as Nike, their logo isn’t balanced or symmetrical at all. However, it is highly recognizable and is now known as a symbol of quality sneakers and athletic gear.
Asymmetrical designs can be unique and exciting when they are used correctly.
Brands that want to showcase their professional attitude and commitment to quality would do well with a symmetrical design in their advertisements.
While companies that are unique and known for creating artistic, modernized, and innovative products should try an asymmetrical design for their website, advertisements, and logos.
Ultimately, it’s important to find a look that works best for your company’s ethos and what you stand for personally as well.