Shape Psychology in Graphic Design

Circles

• Geometric shape with no beginning or end; symmetrical, smooth, enclosed.
• Psychology: associated with unity, wholeness, harmony; feel comforting, stable, protective due to infinite form.
• Brand examples: Pepsi's circular logo aims to convey friendliness and community; car brands often use circles for a sense of security and safety.
• Note: video promises hard evidence supporting shape psychology as a legitimate concept.

Squares

• Represent stability, reliability, professionalism.
• Convey order, structure, trustworthiness.
• Brand example: Microsoft’s square logo signals four core products and reinforces structure and consistency, aligning with tech brands.

Triangles

• Meaning depends on orientation: action, energy, movement vary with direction.
• Upward-pointing triangles: stability and progress.
• Downward-pointing triangles: instability or focus.
• Play button (triangle pointing right): conveys movement and forward progression; fits media/entertainment use.

Rectangles

• Similar to squares: sturdy and dependable, with a directional element.
• Feel secure and organized; helps direct the viewer’s eye.
• Brand example: National Geographic uses a yellow rectangular border to frame content, signaling exploration and focus and aligning with storytelling.

Hexagons

• Imply connection and efficiency; often linked to technology or collaboration.
• Slack logo uses interconnected hexagons to represent collaboration, teamwork, and communication.

Ovals

• Feel organic and gentle; suggest motion and the flow of time.
• Convey calming and approachable vibe.
• Brand example: Ford uses an oval to balance power with stability and approachability.

Organic shapes

• Simplified or stylized representations; curvy rather than perfectly geometric.
• Abstract shapes give a modern, open-ended feeling and invite interpretation.
• Often linked to natural products/messages, though not always.
• Example: Nike swoosh is an abstract shape suggesting speed and movement, reinforcing the brand’s athletic/empowerment identity.

Symbolic shapes

• Carry widely recognized meanings; literal shapes (hearts, stars, crosses, arrows) evoke immediate associations.
• Example: Heart shape in Airbnb’s logo symbolizes belonging and feeling at home, aligning with brand mission.
• Another example: an animated arrow in a design that carries typography, with the arrow suggesting movement in the direction of the basketball player.
• Role: symbolic shapes provide instant messaging and clarity.

Lines and line-based shapes

• Lines are boundaries without fill; can be straight or wavy.
• Functions: direct focus, suggest movement, create rhythm; can induce calmness or energy.
• General rules: vertical lines feel dominant and energetic; horizontal lines feel peaceful and stable.
• Example: IBM’s logo uses horizontal lines within lettering to create stability and rhythm while implying modernity and connection.

Pro tips and practical hacks (shape psychology)

• Triangles as movement tools:
  • Use upward triangles to imply growth and ambition; downward triangles for grounding and stability.
  • Position triangles at image corners to point toward focal points.
  • Triangles can be partially visible or subtly integrated (not always obvious).
• Use squares/rectangles to communicate order for educational or informative designs:
  • Grid-based layouts with image frames or text boxes convey dependability and straightforwardness.
  • A rigid, balanced layout helps information be processed more easily by viewers.
  • Look for opportunities to notice triangle arrows guiding the viewer around the second design.
• Soften with rounded corners:
  • Rounded corners on squares/rectangles create a more approachable, friendly feel; good for casual branding.
  • See how rounding changes tone in examples.
• Color-shape pairings:
  • Combine shapes with colors that evoke the same emotion; e.g., calming organic circular shapes with saturated calming colors.
• Add motion with slants and diagonals:
  • Slanted/angled shapes convey movement; use triangles in backgrounds to boost speed/action feel.
  • Slanted lines imply modernity and futurism, suggesting moving toward something new.
• Embrace asymmetry for energy:
  • Asymmetric designs create action and movement, energizing a layout and guiding exploration (layout-focused, not shape-form focused).
  • Example: dynamic landing pages with off-center imagery.
• Use organic free-form shapes for wellness/skincare packaging:
  • Organic shapes convey comfort and natural connection; use wavy forms to communicate nature and holistic health.
• Real-world relevance and credibility:
  • Shape psychology is supported by neuroscience and consumer research; practical for targeting visuals and messaging.

Neuroscience and empirical evidence

• The brain has dedicated areas for processing basic visual elements (shapes): primary visual cortex and regions of the occipital and parietal lobes.
• fMRI evidence: heightened activity in the amygdala when viewing angular or sharp shapes, suggesting stronger, more intense emotional responses.
• Logo shapes and consumer perception:
  • 2015 study: Milica Mormon and Andrew A. Mitchell, "Shapes, Colors, and Brand Identity: Exploring the Role of Visual Properties in Consumers" in the Journal of Marketing Research.
  • Finding: circular logos tend to evoke warmth, community, and harmony; angular logos associated with durability, strength, and professionalism.
• Cross-study evidence on basic shapes (2013): Journal of Experimental Social Psychology.
  • Participants viewed images with basic geometric shapes (circles, squares, triangles) in neutral colors (black/gray).
  • Included both rounded and sharp-edged shapes to study curvature vs angularity.
  • Emotion measurement via PANAS scale (Positive and Negative Affect Schedule).
  • Result: shapes evoke specific emotions; effects can transcend cultural differences, though culture modulates intensity.
  • Implication for designers: choose shapes to align with desired emotional impact (e.g., circles for inclusivity, squares for stability).
• Practical takeaway: design choices have measurable emotional impacts that can guide branding and messaging decisions.

Real-world applications and branding implications

• Shape choices influence perception of warmth, safety, reliability, energy, movement, modernity, and natural connection.
• When crafting visuals, consider how shape forms interact with color, layout, and typography to communicate intended values.
• Shape psychology can help attract higher-paying clients by aligning brand visuals with desired emotional responses.

Tools and promotions mentioned

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• Closing note: Recraft positioned as a flexible tool to fit various workflows.

Final takeaway

• Shape psychology is a real and practical component of graphic design and visual communication.
• By understanding how different shapes influence emotion and perception, designers can craft more effective branding, layouts, and campaigns.
• The science supports using circles for warmth and unity, squares for stability, triangles for movement, and more complex combinations for nuanced messaging.
• Always consider how shape interacts with color, texture, and layout to optimize audience response.

Quick examples to remember

• Circles: Pepsi logo — friendliness, community; car brands — safety.
• Squares: Microsoft logo — structure, reliability.
• Triangles: play button — movement; upward vs downward orientation for growth vs grounding.
• Rectangles/Frames: National Geographic border — focus and storytelling.
• Hexagons: Slack — collaboration and efficiency.
• Ovals: Ford — stability with approachability.
• Nike swoosh: abstract/organic speed and empowerment.
• Airbnb heart: belonging and home.

Note on sources cited in the course materials

• 2015 study: Shapes, Colors, and Brand Identity: Exploring the Role of Visual Properties in Consumers; Journal of Marketing Research; authors: Milica Mormon and Andrew A. Mitchell.
• 2013 study: Journal of Experimental Social Psychology; methodology used neutral colors and basic geometric shapes; measurement via PANAS; exploration of curvature vs angularity.