Naturally, shapes are an important part of graphic design. Theyโre often the building blocks of larger designs and help designers and marketers send a message. But โ what are the psychological underpinnings of how they impact our perception? Thatโs what weโre exploring today.
Graphic design is all about using visuals to evoke the right reactions. Sometimes, it seems subjective. Other times, the path forward may be clear. For example, color palettes can be derived from already established brand colors, or they may align easily with certain self evident choices, made clear by the market in which you operate.ย
Food businesses, for example, often choose warm colors, with lots of red โ thought to invoke hunger in viewers. Similarly, a lifeguarding or pool maintenance company might rely on colors associated with clear, safe water โ such as gradients of blue and white.ย
But โ what about shapes? Is there an obvious path forward? There may not always be one. Still, empirical research has a long arm, and researchers have been hard at work identifying the ways in which geometric shapes can signal meaning, evoke feelings, and even potentially prime affective perception.ย
To better understand, it can be helpful to explore how geometric shapes can influence perception. To keep things simple, weโll explore several types of shapes โ rounded, angular, and boxy โ and look at how theyโre perceived subjectively and what the science says about each if any such research exists.ย
Round Shapes
While round shapes may be devoid of sharp angles, theyโre anything but pointless. Graphic designers can rely on rounded shapes to convey a range of symbolic meanings and deeper emotional responses.ย
For example, a circle, one of the most ubiquitous round shapes, is often used to convey a cyclical nature. A circle has neither a beginning nor an end, making it a symbolically relevant shape when describing cyclical processes, or long-standing ones. Circles also may be seen as โfloatingโ or โbubbly,โ something that resists the pull and weight of gravity. Polka dots, for example, are often used to show fun and lightheartedness.ย
So, what does science say? Some studies have illustrated a link between circular and curved shapes and positive emotions โ like happiness. Moreover, people may find rounded and circular shapes โ or those devoid of sharp angles โ to be less indicative of a threat or danger.ย
This might make circles a prime choice for designers looking to create an atmosphere that feels fun, bubbly, or laid back. With the symbolism of circles, theyโre also a great way to illustrate a sense of liveliness or continuity.ย
Squares, Rectangles, and other Boxy Shapes
Squares, rectangles, and other boxy shapes can be great for making the most of space, especially on device and computer screens where much of todayโs marketing design goes. Itโs natural to wonder if we have any emotional responses!ย
In general, squares and rectangles can be thought of as well-organized. In design, clean, straight lines are often used to create a sense of structure and order. In nature, we donโt see perfect 90-degree angles very often, so these shapes can also give a sense of human presence. They may be associated with a sense of strength, as square angles are often used in buildings. So, what does science say about how we perceive boxy shapes?
While studies on the emotional effects of squares and rectangles, specifically, are scarce,ย those evoked by symmetry and angles have been studied. Symmetrical shapes โ which squares often are โ are found to elicit more positive responses than those that are asymmetrical. In fact, scientists have found that preferences for symmetrical shapes are widespread and that asymmetrical shapes may be associated with disgust.ย
Pointy, Angular Shapes
Sharp angles can be an important part of design โ especially when designers want to attract attention quickly. We can use sharp angles for a range of reasons, and we might see sunburst shapes around messages that we are expected to pay close attention to.ย
Itโs also not uncommon for designers to use sharp angles to draw our visual focus; think arrows pointing to something in an image. So, what does science say about how our brains perceive sharp angles? A lot, as it turns out!
Importantly, pointed shapes are thought to indicate potential threats. They can be evocative and elicit strong emotions. Downward pointed acute angles are particularly notable and are thought to be strongly associated with a sense of threat.ย
This can be important for designers to understand โ and it doesnโt mean that using downward pointed shapes is necessarily bad. These can be highly effective at drawing our attention โ which makes sense, given that our brains are designed to quickly identify threats in order to protect us.ย
The Bottom Line
Geometric shapes are an important part of graphic design; they make up the building blocks of presentation in many ways, and are used to affect the way we get messages across. Understanding the psychological underpinnings of our emotional responses to these shapes can be an important part of creating deliberate and purposeful design. Differences in how shapes are perceived can set the stage for the message that marketers and designers want to send.
Looking for a design with depth? Donโt hesitate to get in touch. At Matcha Design, weโve been helping clients just like your business since 2004. Our approach is set apart by our focus on building brand legacies and a careful attention to messaging. To learn more or see for yourself, contact us today.
