Psychology of Shapes

Happy new year readers! I hope that 2016 will be full of new & interesting insights into the wonderful world of marketing. With that goal in mind, I would like to share some information I recently learned from an article published by Shuttershock (one of my favorite websites). The article explores the connection between marketing and the psychology of shapes, specifically circles, triangles, rectangles and squares.

The shape(s) that organizations utilize should communicate consistent messages with their language, purpose and intentions. The shapes should also be visually appealing and resonate with the preferences of the target audience.  I find it fascinating that something that seems so simple can have such a vital role in the success of a group.

psychology emotions

Psychology Guide to Audience Emotions, Provided By Logodesignguru

Shuttershock’s article states that companies with circles in their branding strive to send messages pertaining to eternity, movement & sometimes femininity. Circles can be part of a marketing strategy to appear unique since they appear less often than rectangles and squares. Businesses that choose to use rectangles and squares are seeking to convey reliability, stability and/or formality. It therefore seems intuitive that banks and credit card companies adhere to such shapes.

In contrast to circles, squares & rectangles, triangles can send very different messages based on the position. When upright, a triangle can represent balance, superiority, and overcoming obstacles. If a triangle is inverted, an audience can interpret the message as tense and risky. Feel free to click here if you would like to read the article in its entirety.

 

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