![]() ![]() ![]() The American Express logo, for example, uses the square to contain and secure the logo and the bold to give off a sense of strength and fortitude. If your brand is connected to finance, or dealing with sensitive information, a square/rectangle element in your branding may be the right one. We tend to see straight lines and right angles everywhere on a daily basis, from picture frames to large buildings, and they give people a sense of reliability, security, stability, and balance.Ĭompanies like Microsoft and American Express use square logos to transmit a sense of order, confidence, and trust. These two shapes are the most used in graphic design layouts. This basic but powerful language is an important tool for designers to understand and to harness for their subtle influence on human perception. The science studying the influence of shapes on our psyche is known as the psychology of shapes it suggests that each shape has a different meaning and triggers a unique response in our minds.įrom early art forms to hieroglyphs, shapes have been influential in how we have evolved our non-verbal communication and with that, the symbolism attached to shapes has evolved to the status of archetypes. ![]() The success of any visual composition highly relates to how people perceive it, it's not just about what you see, but also how your brain processes the information. Although colour tends to be the first thing that people notice in a design, shapes are just as important and by choosing the right shapes, designers can influence the way people perceive a design and respond to it. ![]()
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