Shape Psychology in Graphic Design

Vocabulary flashcards covering shapes, their psychological implications, symbolic meanings, related brain science, and research findings from the lecture on shape psychology in graphic design.

Shape psychology

The study of how shapes influence emotions, perceptions, and responses in graphic design.

Circles

Geometric shapes with no beginning or end; symmetrical and enclosed; convey unity, wholeness, and harmony; feel comforting, stable, and protective.

Circular logos

Logos that use circles to evoke warmth, community, and inclusivity; examples include branding that aims for friendliness and refreshment.

Squares

Geometric shapes that convey stability, reliability, and professionalism; imply order, structure, and trustworthiness.

Triangle orientation

The direction a triangle points can signal different meanings; orientation affects perceived action, energy, or focus.

Upward-pointing triangles

Signify stability, progress, growth, and ambition.

Downward-pointing triangles

Can imply instability or focus depending on context.

Play button triangle

Right-pointing triangle that universally communicates movement and forward progression in media contexts.

Rectangles

Sturdy, dependable shapes that direct the viewer’s eye and help organize content.

National Geographic rectangle

A yellow rectangular border framing content to suggest exploration and focused storytelling.

Hexagons

Shapes that imply connection and efficiency; commonly used in tech and collaboration branding.

Slack hexagons

Interconnected hexagons representing collaboration and teamwork in branding.

Ovals

Organic, gentle shapes that suggest motion, flow, calmness, and approachability.

Ford oval

An oval used in branding to convey stability and approachability, softening a powerful automotive image.

Organic shapes

Simplified or stylized natural forms with curves; suggestive rather than literal; often linked to nature or wellness.

Abstract shapes

Non-literal shapes (e.g., Nike swoosh) that imply speed, movement, and a modern identity.

Symbolic shapes

Shapes with widely recognized meanings tied to cultural or social associations (e.g., hearts for love, arrows for direction).

Airbnb heart symbol

Heart shape in a logo symbolizing belonging and a sense of home.

Lines

Line-based shapes without fill that can direct focus, suggest movement, or create rhythm; can be straight or wavy.

Horizontal lines

Convey calmness, stability, and a sense of steadiness in design.

Vertical lines

Convey energy and dominance; often feel strong and active.

Rounded corners

Softening corners on squares/rectangles to make designs feel more approachable and friendly.

Color-shape synergy

Pairing shapes with colors that evoke the same emotion to reinforce the intended mood.

Slanted/angled shapes

Angles add movement and a sense of modernity or futurism; can imply speed when used strategically.

Asymmetric design

Unequal layouts that create action and movement, energizing a layout and guiding exploration.

Organic free-form shapes

Soft, natural shapes used to convey comfort, wellness, and a connection to nature.

Primary visual cortex and amygdala response

Brain regions involved in processing shapes and emotions; angular shapes can heighten amygdala activity, signaling stronger emotional responses.

PANAS scale

Positive and Negative Affect Schedule; a standardized measure of emotional response to stimuli like shapes.

2015 Mormon & Mitchell study

Found circular logos evoke warmth, community, and harmony; angular logos evoke durability, strength, and professionalism.

2013 study (Journal of Experimental Social Psychology)

Found that basic geometric shapes in neutral colors evoke emotion; curvature vs angularity measured with PANAS; circles linked to inclusivity and squares to stability; effects vary across cultures.