Psychology Of Shapes In Logo Design

by Aashish Pahwa · October 29, 2018 · Feeds / psychology behind logo design

Perception matters. The world is full of geometric shapes and we, as humans, have assigned each one of them a meaning.

Every logo has a meaning assigned to it and it’s better to use the right shape for your logo. But before we discuss the Psychology of Shapes in Logo Design & Marketing, let us first look deep into the different kinds of shapes.

Table of Contents

Types of shapes

Geometric Shapes

These shapes have recognisable geometry. Basic shapes like squares, triangles, circles, straight lines, etc. come under geometric shapes.

These shapes are usually

Structured
Organised
Symmetrical

Natural/Organic Shapes

As the name suggests, Organic shapes belong to nature. These shapes represent the things found in Natural surroundings. For example – Flowers, trees, clouds, earth, stars, etc.

These shapes usually

Have curves
Are uneven
Are representative
Sometimes asymmetrical

Abstract Shapes

These shapes are not real shapes. They are derived from the organic shapes.

Abstract shapes are usually stylized or simplified form or the combination of the other shapes. For example stick figures for humans or shape ‘v’ for a bird.

A good marketer always uses psychology of shapes in logo design. He knows the hidden message of the shapes and uses them wisely while designing his logo.

Also read – Psychology of colours in Marketing & Branding

Psychology of Shapes in Logo Design – Geometric Shapes

Psychology of Four Sided Structures [Squares & Rectangles]

Four-sided structures are everywhere, from buildings to tables to the tiniest sugar cubes, we see four sides everywhere. We even spend most of our time in a four-walled room.

Hence, these smooth and straight lines have formed their meaning in our minds.

These four-sided structures depict –

Trust
Stability
Uniformity
Honesty
Equality
Security

Furthermore, the shapes which have Right Angles [Squares & Rectangles] represent

order
rationality
formality

However, these qualities are depicted when these shapes rest on their base. Tilt them a bit and their stability is lost. But there’s an addition of an attention capturing property.

Also Read: Experiential Marketing: A Detailed Guide

Squares and rectangles are so common that they lack attention capturing capabilities. A little tilt might make them capture attention but it results in loss of existing properties of stability, order, and formality.

Other four-sided structures like Trapezium and Rhombus have different meanings than squares and rectangles.

Trapezium (pyramid like structures) depicts better stability and growth.

Rhombus depicts speed. (As in the case of DHL’s logo)

Psychology of Three Sided Structure [Triangles]

Triangle is a leader. It is energetic and focused (because of the angles). Triangles represent action. It also depicts the direction of that action (the side they’re pointing to).

Triangles Depicts –

Dynamics
Strength
Aggression
Action
Direction
Tension
Balance
Masculinity
Peace

Triangle depicts different meaning when placed differently. They show stability and strength when placed on its base. But when tilted, they show instability and tension.

Psychology of Round Shapes [ Circles, Ovals, ellipse]

The universe is an enclosed circle. It has no start or an end. Every eternal/spiritual thing or being is associated with the circle. Sun, moon, earth, galaxy, universe, everything is enclosed, everything is a circle. Circles are complete. They are free.

Circles depict

Completeness
Love
Movement
Eternity
Protection
Intellectualism
Femininity (anything with the curves depicts femininity)
Secret (they keep what’s within)

Circles are less common than other shapes. Hence, they act as attention seekers.

Psychology of Curves

Curves are happy shapes. These shapes-

are creative,
have a rhythm,
are generous, and
give the pleasure of viewing.

Any shape with curves is considered to be feminine.

Psychology of Straight Lines [Vertical Lines & Horizontal Lines]

Vertical lines block your way. They are dominant and bold. They are also considered to move upward. Hence, they represent

Courage
Domination
Masculinity
Boldness
Aggression
Growth

Horizontal lines rest on a platform. They are calm and harmless. They represent

Calmness
Rest
Femininity
Silence

Psychology of Spirals

Spirals have a tendency to grow. They are creative, religious, and trustable. Their direction represents two different meanings.

Clockwise spirals start with a spiral and end with an open end. This represents incompleteness and an intention to go somewhere.

Anticlockwise spirals start with an open end and end up in a spiral which shows completeness and fulfilled intentions.

Psychology of Sharp Shapes / Sharp Angles

These shapes are more youthful, more aggressive, and are seen as more masculine. These represent

Liveliness
Anger
Action
Masculinity

Similarly, shapes with obtuse angle have perfectly opposite characteristics. They are considered

Chill out
Laid Back
Passive

Also Read: Is First Mover’s Advantage Real?

Also read: Psychology tips for social media marketing.

Psychology of Shapes in Logo Design – Organic Shapes

Organic Shapes are interest based shapes. They are like geometric shapes but involves more of color psychology as well. Organic shapes are a combination of basic geometric shapes and hence their meaning can be derived by deciphering the meaning of geometric shapes. Still, organic shapes depict certain common characteristics like

Interest
They are considered to be more related to the niche (if the shape relates to that of niche)
Originality

Psychology of Shapes in Logo Design – Abstract Shapes

Abstract shapes are simplified and/or stylized version of organic shapes. These are the simplification of ideas. Abstract shapes give shapes to ideas. Some of the abstract shapes have universal recognition while others require themselves to be explained.

Apple’s bitten logo is an abstract shape. People have come out with varied meanings for the same logo. Still, it has only one meaning – It represents the company which is different from others.

Abstract Shapes are used to stand out, and to differentiate from others.

Combination of Shapes

Sometimes, to express a message, a combination of different shapes can be used. Deciphering this combination can be made possible by applying two different visual psychology theories

Top-Down Processing Theory – We use our past experience or stored knowledge in order to infer about what we see.

Bottom-up Processing Theory – sensation is perception. What we sense is what we perceive. Prior stored knowledge is not used while perceiving.

For example – A triangle on a square can be seen as an arrow or a rocket if we follow ‘Top Down Processing Theory’. While we’ll try to assign it the meaning of square and a triangle if we follow ‘Bottom-Up Processing Theory’.