SHAPES AND COLOURS

 THINKING IN SHAPES AND COLOURS

Design is a universal communication, which means that everyone in the world who sees the design should understand it. Everyone in the world needs to feel the same way when looking at one design.

Now, the world around us is filled with designs. We see them everyday in our lives and yet we don’t notice them all. However, only a few of them get to catch our eye. 

Why is that? Design is what influences us to purchase a product or service. A design can have a profound effect on how we perceive and feel the world, as well as on the way we make decisions. Design is a form of art communication practiced for centuries through cravings, shapes, colors,  & typography. Hence we designers, need to ‘think in shapes and colours’.

Psychology of colors and shapes seems to be perceived from ancient times to create stories, compositions, identities, products and experiences.

Thinking in shapes ( shapes and their meanings)

Triangle: Triangles are three lines joined together, making three points. This shape can be perceived as sharp, edgy & powerful. Because of such characteristics your brain will understand the power of design. To understand this more clearly, the best example of triangles showing power can be The Great Pyramids of Giza. Due to the size of it, it shows the symbolism. If your client has a vision of showing power, masculinity or stability, triangle as a shape can be the best choice.

Circles: Speaking of a circle, it has no end nor the beginning. This shape is friendly or non dangerous shapes. For example, if you remember a cartoon called “Oswald”, you may recall that the cartoon character Oswald was in circle shape and was friendly by nature. The curve is generally more feminine shape compare to its sharp-angle counterpart. Circles and spheres can also be associated with the world we live in and the circle of life, how birth and death is life. Therefore, they represent community and unity. Using rounded corners and circular shapes in typefaces can make a text feel more aesthetically pleasing and friendly. Hence, often companies uses circular shapes in their logo to symbolize security, continuity, and protection.

Squares and Rectangles: Squares and rectangles showcase, stability, strength, professionalism  & balance. If you recall the famous cartoon, “SpongeBob” you will notice that he was in rectangle shape. Which perceived the friendliness, balance and stable character as a cartoon. This way, if companies want to portray a sense of reliability to their audience and professionalism.

Even the direction of lines can make an impact on your perception. Horizontal lines can come across as calm and progressive, and having a sense of community. They can symbolize a horizon or progress, which conveys a feeling of rest and tranquility. Vertical lines, on the other hand, are more often associated with strength, height, aggression and masculinity. Diagonal lines can be symbolic for decline or progress.

Thinking In Colours

Psychology of colours

Colors have an enormous impact on us. Colors can make a design look and feel cheap, expensive, homemade, natural or exciting. But colors don’t only affect us psychologically, also physically. They can be used to stimulate our appetite, make us calm, agitate us, they can even raise our blood pressure! The meaning of a color can vary depending on the color’s shade, tint and hue. 

Now, independent colors do not have one symbolic meaning. Each colour has a positive and negative connotation. For example, the color green can be associated with finance, ambition, envy and greed. But also, with nature, fertility and harmony. By being surrounded by too much green, a person can become lazy, moody and depressed. On the other hand, not enough green can cause feelings of apathy and boredom. Yellow-green can stand for jealousy and cowardice.

Below you can see some common positive meanings of colors:

Red: energy, action, passion, powerful, strong, determined

Blue: loyalty, trust, reliability, responsibility, authority, peaceful, idealistic

Yellow: optimistic, enthusiasm, fun, creativity, challenging, logic

Green: growth, calm, natural, adaptable, relaxed, stability, harmony, balance

Orange: sociable, optimistic, independent, adventurous, informal, cheerful

Purple: creative, selfless, humanitarian, mystery, fantasy, future, inventive, unlimited

Pink: romantic, love, understanding, sweetness, feminine, intuitive energy, hope, warmth

Brown: down-to-earth, approachable, protective, strength, honesty, quality, structures, stable, friendly

Gold: success, self-worth, positive, optimistic, love, wisdom, luxury, charisma, positive

Gray: reliable, neutral, mature, intelligent, classic, solid, stable, calming, elegant, formal, dependable

White: cleanliness, complete, simplicity, equality, open, new, neat

Black: strong, protection, formal, sophisticated, comfort, contained