To me that axis seems more legible-illegible than organized-chaotic. The panels on the top of the chart "read" as buttons and levers and things I'm already familiar with. The panels at the bottom have oddly particular layouts that don't seem familiar.
To see a 2x2 of order-chaos and legible-illegible as applied to brands, check out the K-Hole Brand Anxiety Matrix: http://khole.net/issues/03/
To see a 2x2 of order-chaos and legible-illegible as applied to brands, check out the K-Hole Brand Anxiety Matrix: http://khole.net/issues/03/