Shapes & Psychology- by Kalyani Pramod

In the previous article, we discussed shapes in nature. Shapes have numerous facets; they are not only visual elements but also potent tools that evoke emotions, convey meanings, and shape overall design perception. From the sharp angles of triangles to the soft curves of circles, each shape carries its own psychological association and influences how we interpret and engage with the content. In this article we delve into the intricate relationship between geometry and human psychology, unfolding the great impact of shapes in design perception.

 Shapes psychology is defined as the influence of a figure or a form has on the viewer’s perception. It is a lot like the colour psychology we had discussed earlier. It is an essential part of many fields of design like graphic design, interior design, photography, architecture and textiles and other fields.

Designers use the different meanings of shapes to create specific emotions and behaviour from their audience.

When considering geometric shapes, example circles, squares, rectangle and triangles, Circles invoke feelings of have many and unity. Circles may be used by designers to convey a sense of community and belonging. The sharp angles of squares and rectangles evoke feelings of stability. One might use these shapes to convey strength and reliability. By understanding the play of psychology one can manipulate shapes to steer emotions, guide perceptions and create and shape the narrative of geometric shapes. The psychology behind geometric shapes are more than just forms, they carry interesting cultural and psychological meanings that shape our perceptions of and interaction with the world.

Circles symbolise unity, wholeness, and infinity across various cultures, while squares represent stability, order, and reliability. If we take triangles they can symbolise power, progression or even conflict depending on its orientation. By understanding the language of geometric shapes we are able to appreciate their influence in our daily lives.

OVALS, ELLIPSE and CIRCLE:

The smooth and continuous curves, circular shapes are often associated with unity and completeness. Circles, ovals and ellipses evoke feelings of comfort. In design these shapes are often used to convey community and unity. A variation of circles, ovals can also suggest movement and speed because of their elongated form, making them popular choice in the automobile industry.

EXAMPLES: Google chrome, Doordarshan, Indian oil, Pepsi etc

RECTANGLES and SQUARES:

The straight lines and right angles of squares and rectangles symbolise, stability, order and reliability. We see them around in different product in our daily lives.

Books, Smart Phones, Walls…. These shapes invoke familiarity, trust, security and honesty.
EXAMPLES: Microsoft, Indigo, BBC, Dominos, Lego, McDonalds, IBM, Honda, LIC, GAP etc

TRIANGLES:

Triangles are dynamic, energetic and unique in the world of shapes. The three sides can represent dynamic concepts like change, conflict, or balance. The orientation of triangles can alter their interpretation. A triangle pointing upward shows stability and balance, while the same triangle pointing downwards can suggest decline and instability. Shapes are also used often to complement fonts in typography.

EXAMPLES: ITC, Google Drive, Adobe, Reebok, Adidas

SPIRAL SHAPES:

Spiral shapes are often found in nature. They have a very different psychological impact than geometric shapes. The spiral shape can represent the circle of life and evolution. One can see it in unfurling of ferns the shape of a seashell. Spirals invoke intrigue, creativity and exploration. They are also seen imply depth or continuity. They create an illusion of movement. Spirals are particularly used effectively to create a sense of mystery or excitement.

EXAMPLES: Life connections, Ubisoft, Somersby

ABSTRACT SHAPES:

Abstract shapes are fluid, imaginative, and open to various interpretation. Most often simplified versions of natural shapes or visual symbols. They are usually symbols of abstract ideas. Some abstract shapes are stylised and only a bit of the detail give a hint of what it is. In design these different shapes faster a sense of innovation, freedom and differentiation. As one of the design elements they allow one to craft unique story line for different audience. The power of abstract shapes helps one to break free from conventional design norms.

EXAMPLES: Apple logo, Spotify, Unilever

NATURAL SHAPES:

As natural shapes are from our environment they have an immense connection with our psyche. They mirror the organic, irregular forms found in nature. They can be seen in the silhouettes of leaves and flowers to the mountain range peaks. These shapes are familiar that they raise a feeling of peace, comfort and authenticity. They are use in design to create as sense of originality, balance and sustainability, Eco-friendly and sustainable. Brands often use natural shapes for their designs to reach their target audience. The natural shapes are fluidity and dynamic making a connect with organic and intuitive.

EXAMPLES: World wildlife fund’s Panda logo, puma, Dove.

CONCLUSION:

Knowledge of the meanings behind each shape, helps one to effectively maximise their effects and make them a compelling design so as the viewer can engage easily with them. The success of any visual communication rely on how people perceive and engage with it. There are many factors of human perception and a significant part is psychology. The science of psychology in shapes help designers to comprehend how a viewers brain works and knowing this the designers are able to create an easier engagement with their audience. 

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Kalyani Pramod is a Designer, Artist, Fibre artist, Design teacher, Mentor and also a Director in Shuttles & Needles. She writes a series of articles in the newsletter about Elements of Design in simple non-technical language for everyone to understand the concepts easily.