Just as colour can affect your mood, so too can shapes
Images are all around us and impact everything we see; we subconsciously connect our emotions to shapes. For example, rounded edges are softer and more approachable, while forms with sharp lines and edges depict strength and resilience.
A basic understanding of the psychology of shapes in graphic design is enough to show us how different critical patterns can impact customer perception. Little things like using a circle, instead of a square, could be enough to change the way your target audience thinks and feels about your brand.
The shapes which readily come to mind are squares, rectangles, triangles, diamonds, circles and ovals. Using straight lines and angles usually symbolises structure and order, while curves connect and give us a sense of community.
With the right branding, you can use shapes to symbolise different ideas.
- Direct eyes from one thing to the next
- Convey emotion and mood, make people feel comfortable
- Deliver a sense of depth
- Create trust and convey professionalism
- Convey positive and emotional messages.
Squares and rectangles shapes
Squares and rectangles are the most commonly used in design for areas. It is a trusted, familiar shape representing stability, honesty and solidity. Designers may twist or turn them to add interest to designs.
Circles and oval shapes
Rounded shapes tend to send a positive emotional message of harmony and security. It is often used in a design to represent unity, commitment, love or community. Curves in general, when used in shapes, tend to be viewed as feminine in nature while straight-lined forms are more masculine.
Circles represent a lifecycle. Due to their curved lines, ovals and circles are graceful and complete. They can provide a sense of integrity and perfection.
Triangle shapes
Triangles evoke energy and power associated with them as they can point out direction, depending on how the base is situated in the overall graphic design. They offer a feeling of action, tension or even aggression. They can symbolise both strength and conflict.
Organic and abstract shapes
Not every shape fits neatly into a geometric category. Organic shapes, such as leaves, waves and freeform curves, feel natural and relaxed. They suit brands that want to appear friendly, creative or connected to the environment. Abstract shapes simplify a familiar object into a few lines, giving a modern look while still hinting at what the business does.
Choosing shapes that suit your brand
Start with the personality you want your brand to project. Write down three or four words that describe how you want customers to feel when they see your logo, website or signage. Calm, bold, dependable and playful all point towards very different shapes.
Next, look at your industry and your competitors. If every business in your sector uses sharp, angular marks, softer shapes may help you stand out. If trust and stability are what customers value most, solid squares and strong horizontal lines may be the safer choice.
Before committing to a design, test it in the real places it will appear:
- As a small icon on a mobile screen or social media profile
- On printed materials such as business cards and brochures
- In a single colour and in black and white
- Alongside the fonts and colours already used in your branding
Shapes that work well at every size and in every format will serve your brand for years. Consistency matters too, so once you settle on a set of shapes, repeat them across buttons, icons, borders and backgrounds to build instant recognition.
Make use of shapes in your branding
Are you using the right shapes in your marketing materials design, to subliminally represent your brand in the correct light? Are you choosing the right type of fonts to complement those shapes?
- Create harmony with circles
- Establish power with triangles
- Convey stability with squares
- Keep it calm with horizontal lines
- Show strength with vertical lines.
Capturing the attention of your audience is critical. The shapes which are all around us will have a significant impact. How are you going to make the forms you use in creative design count? Since emotion has a significant impact on the success of your marketing campaigns, it’s essential to choose the right shapes, to stimulate the right feelings.
