Establishing a Factor Model for Aesthetic Preference for Visual Complexity of Brand Logo

Brand logo design has been extensively studied, yet little research has tapped into visual complexity and how it influences aesthetic preference for logo design. Past research proposed three major models explaining visual complexity (the one-, two-, and three-factor models). However, which model best explains preference for logo design complexity has not been empirically tested. This study compared these three models of preference for logo design complexity using both randomly generated patterns and logos of consumer-packaged goods (CPG) products through samples drawn from the U.S. population. Confirmatory factor analyses found the three-factor model as the best model for explaining visual pattern preferences, but the two-factor model was the optimal model for explaining logo complexity preferences.