The world is full of subconscious triggers. Varying factors exist that inform us to make certain decisions without being directly stated. Creative fields take advantage of this constantly, whether through color, size, or composition, and in this case, through shapes. Circles, rectangles, squares, triangles, and organic shapes all evoke different feelings and can drastically change the way a design comes across.

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It is well documented that humans notice shapes and colors first before the eyes start to process detail. What’s important about understanding shape psychology is the foundational effect it has on aiding subjective and sometimes objective opinions the viewer makes. The subconscious is the beginning of where we start to understand the world around us. This is where the effects of shapes are found. Feelings of trust, stability, comfort, and others are formulated before the viewer can read into the details.

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Circles and Squares: Both are shapes of equal proportions, just displayed in differing ways. There’s symmetry that exists in both shapes, which presents a sense of unity, trust, and equality. This can help logos and designs feel more calm and relaxing. The difference between the shapes is the fact that one has corners and edges and the other is round. Circles are softer, more organic and in some sense, more human. Squares are sharper and less organic, but effective in displaying strength and structure. Chase Bank’s logo is a perfect example of a square and circle shape being fused together. The logo simulates a rounded circle shape, with the negative space in the middle being a square. Ovals and rectangles are similar to their symmetrical counterparts, with the difference being in their elongated forms. Ovals are soft, so they present an organic feel much like circles do, but their stretched form can indicate more motion or “forward thinking” in some cases. Rectangles can be used to show stability and integrity while also presenting movement.

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Triangles: A three-pointed shape with differing variations. What’s interesting about utilizing triangle shapes is that the type of triangle and its orientation can change the feeling of a design completely. Equilateral triangles, with their equal proportions, could symbolize stability, security, and motion. An isosceles triangle, with its two equal sides, could show safety and structure, like the roof of a house. The orientation can also indicate different emotions. The direction of the point helps lead the viewer’s eye, while a right triangle can form the impression of dynamic movement or space.

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Organic Shapes: Free from the constraints of any mathematical rules, organic shapes can evoke a variety of emotions depending on the way the shape is created. Typically, an organic form helps with a feeling of freedom, innovation, a connection to nature, and independence. Organic shapes are tricky. Since they don’t rely on any rigid structure or a set of rules to discern them from one another, the emotion a viewer experiences can be almost entirely subjective. Knowing your target demographic and having a good understanding of the market you’re in is the only way to make an organic shape work in your designs.

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In essence, shapes dictate a large portion of a design. As said before, the first thing we as humans notice is form, details come later. So it’s best to make your designs as shape-friendly as possible. There’s a good rule of thumb when it comes to logo design that can be applied within this context: if the logo you have designed loses its recognizability when blurred, then you’ve gone too far with the design. You can’t focus on the details right away. You have to let the form shape the rest of your design.

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