Self-Construal and Shape Preference
The finding that independent and interdependent views of the self are linked to liking for angular and rounded shapes.
What it is
Zhang, Feick and Price reported it in a field study of logos from several countries and two experiments. It is drawn from work by Yinlong Zhang, Lawrence Feick and Lydia Price (2006).
In effect
In the article on why we trust rounded logos, it shows that the audience matters: liking for rounded and angular shapes varied with how people see themselves.
What it does not say
The finding links views of the self to liking for shapes in the studies reported. It does not sort people into fixed types or say that one shape suits every audience.
Sources
- Zhang, Y., Feick, L., & Price, L. J. (2006). The Impact of Self-Construal on Aesthetic Preference for Angular Versus Rounded Shapes. Personality and Social Psychology Bulletin, 32(6), 794-805.