Shapes

Must like colour, typeface, and all other design elements, shapes have strong psychological meanings. Therefore, in understanding shapes, you will be able to choose the best shapes and symbols, to reflect your brand image.

One of the most prevalent places for shapes, in branding, is logos. Your brand’s logo is the first thing a consumer will see, therefore has a strong and lasting impression. Something that you don’t want to get wrong. So what shapes do you want to increase sales among consumers?

Circles

Unity
Infinity and timelessness
Safety
Soft
Friendship

Circle logos are useful for brands who want to inspire trust, and a caring image. It instils the idea of unity and inclusiveness in the consumer.

Squares

Strength
Professionalism
Practicality
Stability
Boldness and confidence

Square, rectangle, or diamond logos are beneficial for brands in finance or technology sectors, as the above qualities are likely to portray intelligence and create trust within the consumer.

Triangles

Ambition
Wisdom
Knowledge
Excellence
Performance
Focus

Triangle logos may be used by brands whose main focus is on function and performance. This shape shows consumers that your products or services are reliable and have high performance and quality.

Horizontal Lines

Grounded
Stability
Calm
Speed and movement

Businesses may use horizontal lines if they want to appear as quiet, calm and reliable, where consumers will have no stress due to fast customer service. When service is the core of your brand, this may be a beneficial shape.

Vertical Lines

Progress
Possibility
Achievement

Vertical lines may show consumers that your business is ever changing and striving to be the best in innovative ways.

Spirals

Mystical
Creative and artistic
Energetic
Religious
Calming and hypnotic

Spirals are a versatile shape that may be beneficial to many businesses. Spirals help to stand out from competitors and often show a brand's uniqueness and creativity.

However, logos are not the only way to incorporate shape psychology into your marketing. An important part of marketing in physical space. Therefore, there are many ways to include shapes into your products or store.

A good example of shape application is Starbucks. Tables are Starbucks are all round. This is because circles represent unity and friendship, therefore it makes singular customers feel less lonely.

Other examples of how you may apply shape theory to your brand is wall art. For example, triangles represent speed, progress, and strength. Therefore, you may find that many gyms decorate their walls with triangles.

Maybe you can change the shape of your product. If you sell soap, maybe you want to portray that it is soft and caring for the skin. Why not change the shape of the soap you sell to be round?

In conclusion, there are many small ways that you can influence consumer behaviour, through the implementation of shapes into your brand. Shapes are also strongly linked to colours and typeface, in your branding. Why not catch up on those blogs, to gain a greater understanding and the psychology of branding.

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– From Marketing to Mind –

Photo by MagicPattern and Lea L and Viktor Forgacs on Unsplash

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