September 19, 2022

Shapes and Emotion in Design

There’s no doubt that there is more to your brand than a logo.


Your logo is the first thing most people will see. It’s what catches people’s eye right off the bat. 75% of people recognize a brand by its logo – it’s what people remember.

So we want it to be good, right? We’ve talked about color psychology in a previous blog and want to build upon that in this one.

This month we’re talking about SHAPES.

Shape Psychology


Triangles send a signal of stability with growth. A triangle carries a firm base that allows its sides to be as high as needed, always holding its weight upright. We see them often in life, pointed upward as signals and even pointed downward to indicate instability or danger. Sharp edges, laser focus, and energy are carried by the triangle.

Squares & Rectangles

These are the most common in design layouts for a reason. Right angles and straight lines signal assurance and security. These shapes are reliable, we’re comfortable with them because they are so common, and they allow people to feel contained without question.

Circles, Ovals & Ellipsis

You won’t find any sharp edges or judgy feelings here, only warmth, flexibility, and light. These shapes are also very common in design, and for good reason, as they are softer and milder than their counterparts. Round shapes allow you to feel complete without even realizing it.

Abstract Shapes

The options for emotions with abstract shapes are endless. You can create an entirely new shape and bring to life meaning for it, or you can mesh together qualities of other shapes you like and create emotion that way. Generally, though, abstract shapes can have different meanings depending on context or culture, so be aware.

Pentagons, Hexagons, Octagons (& all the other -gons)

We see these shapes in daily life more often than we realize. These shapes symbolize order, structure, routines, and organization. They feel very professional (and for good reason considering they’re often used in infographics).

So as you can see, we’re not talking about the geometry of middle school’s past or simply naming quadrilaterals. We’re taking things further and want you to recognize the impact a shape has on your mind. The emotions shapes evoke and the thoughts they bring to light are important!

And don’t you dare laugh! Shape psychology is just as important as color psychology, and rightfully so.

You want your logo to be remembered, right?

Well, let’s make sure it’s for the right reasons. (and shapes)