Shapes have been used in branding since the dawn of time, but it has only recently become clear that there is a powerful psychological effect on customers when shapes are used strategically in logos and other marketing materials.

As such, understanding the influence of shapes used for branding can be an invaluable tool for businesses looking to make a lasting impact on their target audience.

By understanding how shapes can influence emotions, attitudes, and behaviours, businesses can use this knowledge to create a more effective branding strategy that resonates with their target customers.

In this article, we will explore the psychology of shapes used in branding and how they can be used to make powerful connections with your target audience.

The influence of shapes used in branding: Understanding the different types of shapes and their meanings.

One of the most important aspects of understanding the psychology of shapes used in branding is recognising the different types of shapes and their individual meanings. For example;

Triangles can be associated with stability and strength
Circles imply unity and security
Rectangles evoke feelings of structure and order
Squares convey stability and balance
Organic or flowing shapes can be seen as representing energy, movement, and innovation.

Understanding the specific associations that each shape conveys can help businesses craft their branding in a way that resonates with their target audience on an emotional level.

The influence of shapes used in branding:

Why geometric shapes are commonly used in logos.

Geometric shapes are popularly used in brand logos because consumers can easily recognise and remember them. Geometric shapes also provide a sense of orientation, structure, and organisation, which can be useful for businesses looking to convey their reliability and trustworthiness.

When combined with other elements such as colours, images, or typography, geometric shapes can help businesses create a recognisable and consistent visual identity. Additionally, certain shapes can be used to communicate a specific message or evoke certain emotions, such as triangles representing stability or circles symbolising unity and security.

Using organic shapes as part of a brand identity.

Organic shapes can provide a unique and interesting edge to brand identity. Unlike geometric shapes, organic shapes create an aesthetic that is more natural and free-flowing, rather than structured or ordered.

Organic shapes can communicate messages of creativity, energy, and innovation, which can attract customers looking for something different from the traditional.

Additionally, organic shapes can also be used to create a sense of fluidity that conveys an organic, dynamic message to the target audience. By using organic shapes as part of a brand identity, businesses can stand out and make a lasting impression on their customers.

The role of symmetry and asymmetry in logo design.

Symmetry and asymmetry are both important elements in logo design. Symmetrical logos convey a sense of balance, stability, and structure, while asymmetrical designs can be used to create an eye-catching aesthetic or communicate a message of creativity and dynamism.

Depending on the goals of the business, symmetrical or asymmetrical designs can be used to create a unique logo that stands out and resonates with target customers. Additionally, by using both symmetrical and asymmetrical elements in the design, businesses can create a more impactful visual identity that is both memorable and effective.

By understanding the role of symmetry and asymmetry in logo design, companies can craft an effective branding strategy that resonates with their target audience.

Abstract shapes are also versatile and can be used to create a variety of visuals to help brands stand out in the marketplace.

The impact of abstract shapes on brand perception.

Abstract shapes can be a powerful tool for businesses to use in their branding. Abstract shapes often represent abstract ideas or concepts, such as progress and innovation.

By using abstract shapes in their logo design, businesses can communicate specific messages or evoke certain emotions that help to shape the perception of their brand.

Additionally, abstract shapes are also versatile and can be used to create a variety of visuals that will help make a brand stand out in the marketplace. By understanding how abstract shapes can influence brand perception, businesses can craft an effective and unique branding strategy that resonates with their target audience.

Identifying the appropriate shapes to accentuate your brand message.

Identifying the appropriate shapes to accentuate a brand message is an important step in creating a successful branding identity.

Different shapes can evoke emotions, such as circles expressing unity or triangles representing stability. Additionally, certain colours can also be used to create visual cues that help emphasise particular brand messages and make them more memorable for customers. It is essential for businesses to understand the impact of different shapes and colours when designing their logos in order to create a branding strategy that effectively conveys their message.

By understanding how to choose the right shapes and colours, businesses can create a unique visual identity that resonates with their target audience

Evaluating how the meaning of certain symbols relates to your brand.

Certain symbols can be used to create a powerful visual representation of a brand message. By understanding the meaning of certain symbols, businesses can craft an effective logo design that conveys their core values and resonates with target customers.

For example, using an eagle in your logo might represent freedom and strength, while a lion could symbolise courage and leadership. Additionally, understanding the connotations of different symbols can also help businesses to create a meaningful visual identity that accurately reflects their core values.

By evaluating how the meaning of certain symbols relates to their brand message, businesses can create an effective logo design that resonates with customers and helps them stand out from the competition.

In conclusion, understanding the role of symmetry and asymmetry, abstract shapes and symbols in logo design is essential for businesses to craft an effective branding strategy that resonates with their target audience. By using the appropriate shapes to emphasize their message, and evaluating how certain symbols can be used to create a powerful visual representation of their brand, businesses can create a unique visual identity that accurately reflects their core values and resonates with customers. By understanding how design principles can be used to create an effective logo, businesses can create a memorable and recognisable brand that stands out in the marketplace.

Last updated: February 10th, 2023

the psychology of shapes used in branding

Geometric shapes also provide a sense of orientation, structure, and organisation, which can be useful for businesses looking to convey their reliability and trustworthiness.

Identifying the appropriate shapes to accentuate a brand message is an important step in creating a successful branding identity.