The Psychology of Shape In Graphic Design

Many elements go into the different moving parts of the graphic design and branding that represent your business or corporation. While most business owners consider fonts and colors in the graphic design process, you should also be cognizant of the psychology behind, and importance of, shape in graphic design.

Shapes, angles, curves, and lines make a huge difference in graphics and branding. Think of the stylized M that represents McDonald’s or the unique combination of the letters B and R in the Baskin Robbins logo. They’re styled in a way that makes them contain the hidden number 31 – as in 31 flavors.

The shape of your logo has a definite influence on the action your target market takes. Use the following guidelines when working with your graphic designer to select shapes that represent your company. Circles and ovals are often highlighted in logo design. Circles tend to garner a positive emotional response from consumers. Symmetrical circles suggest gatherings, community, and friendship, while oval shapes are often used to denote stability and endurance. Are you picturing the round logo design of Starbucks and Target?

Lines and Angles are sometimes used to draw the eye in specific directions. Vertical lines lead the eye up and down and are used to denote sophistication and masculinity. Horizontal lines, on the other hand, are used to depict balance and calmness. Energy and movement are shown using angled lines such as the arrow used to depict swift motion in the FedEx logo.

Curved lines are used to suggest generosity and happiness, while angular lines sometimes denote power an innovation. Consider the motion and innovation of the famous Nike swirl. Conversely, banks, realtors, and other professional corporations often rely on sharp angles and shapes that represent stability to influence their ideal consumers. They use the sturdiness of squares, triangles, and straight edges to denote stability, trustworthiness, and professionalism.

One of the main purposes of effective graphic design is to evoke a response from its viewers. You want your logo, branding, message, and culture to make your audience want to engage with you, feel something, and do something. Visual perception, in the combination of shape, color psychology, and font selection, is a major part of eliciting the right – profitable – reactions and responses. Oftentimes, a logo can look deceptively simple, when, in fact, a lot of thought, effort, and marketing moxie are behind those seemingly simplistic designs. The psychology of shape in graphic design, then, can symbolize many things about your company.

How can you use shape to influence the actions of your present and potential customers? The graphic design team at DPRINT are more than creative experts. They’re also educated, savvy designers who understand the critical importance of every element of your graphic design. We take time to understand your business, your target market, and your company goals. Why do we go to so much effort to learn about you and the customers you serve? Because we want the best experience and the best outcome for you.

Contact us today to put the powerful combination of colors, fonts, and shapes in graphic design to work for your business. If you’re looking for more marketing and graphic design tips and strategies, subscribe to our newsletter and blog. We’re here to serve you with our customer first commitment and CanDo spirit.