Authors - Takumi Kato Abstract - According to Processing Fluency Theory, the more fluently people can process an object, the more positive their aesthetic response becomes, making symmetrical designs more desirable. Furthermore, symmetry is also expected in the context of ethical products, as simplicity is effective in fostering an impression of environmental and health considerations. However, symmetry is a highly symbolic and essential design. Based on Construal Level Theory, people prefer essential objects when they feel a greater psychological distance from them, and prefer objects when they feel a greater psychological distance. Through this theoretical lens, the evaluation of essential symmetrical designs may differ depending on the psychological distance from the product. This study posed the research question: "Do people who feel a greater psychological distance from the product rate products with symmetrical designs more highly than those who feel a greater psychological distance?" Focusing on detached houses, a randomized controlled trial was conducted with 1,000 Japanese people aged 20-60. The results showed that in detached house designs, symmetrical designs were significantly more favorably received than asymmetrical designs in terms of living intention, healthy impression, and environmental impression. However, these effects were more pronounced in people living in apartments than in those currently living in detached houses. Therefore, it can be inferred that symmetry is more effective for luxury goods than for inexpensive goods, for gifts to others than for personal use, and for goods that will be useful in the future than for goods that will be useful immediately.
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