Psychology of Colours and Shapes: How These Impact Your Brand?

 

Shapes and colours are building blocks of logo and web design. These design elements speak to us in several ways and enable non-verbal communication. Graphic designers who understand the psychology of colours and shapes have a better chance of building impactful logos and high-converting websites. As a business, the colours and shapes you feature in your logo and web designs will tell a very specific story. These design elements will not only show how you perceive yourself but will reflect how you want to be perceived by the audience.

At the heart of every strong brand, there is a recognisable visual identity. Considering the top brands in the world such as Nike and McDonald’s, we subconsciously think about their brand logo whenever we hear their brand names. These leading businesses have forged meaningful connections with their customers and within their industries by establishing a strong visual identity for them. With the help of thoughtful branding decisions and better utilisation of colour and shape psychology, these brands successfully get our attention, evoke our emotions, and ultimately influence us to purchase their products time and again.

Shapes, colours, typefaces, compositions, and symbolism can influence the way your audience feels about your brand. Using the right colours and shapes can help you effectively communicate with your target audience and build strong customer relationships. The psychology of colour and shapes can help strengthen your brand, increase sales, and even guide visitors toward specific pages or actions on your website. If you understand how different colours, shapes, and typefaces affect people, you can make sure that the design elements in your log and website design are working for rather than against you.

Let's explore more about the meanings and feelings behind different colours and shapes and how you can use them to make an impactful logo and website design for your brand.

Shapes: Geometrical and Organic Shapes

Shapes are powerful design elements in every web and graphic design project that go a long way in building visual identity. Shapes can also help you add visual hierarchy to your website design so you can lead the eyes of viewers to the most important sections of your website. Most importantly, shapes can effectively be used to communicate your vision, identity, and goals. Optimising the use of different shapes can help you make memorable logos and high-engaging websites.

Before deciding on whether you should use more geometric or organic shapes in your graphic design project, make sure you know the meaning and feeling behind different shapes. Among geometric shapes; squares and rectangles are widely used shapes in logo and web design to evoke a sense of balance, reliability, and security. However, in recent years more people are using organic shapes in web design. But there is no hard and fast rule, so you should understand what will best work for your case. It is good to hire an affordable logo design and web design agency such as Logoinn which have deep knowledge of shape meanings to create the best logo and website for your business.

While there is a rising trend of using organic shapes in website design, you should know what will best work for your business. Organic shapes can add a naturalistic feel to your website design and make your business appear friendlier, but overuse of these shapes can confuse visitors. Therefore, use both geometric and organic shapes in a way that promotes clarity and improves engagement.

Colours

You might have noticed that many insurance companies, banks, and healthcare firms have blue colour in their log design. But that doesn’t mean you should also use the blue colour in your logo or web design. And In case the blue colour also resonates with your business, think about what other colours you can use with it and where you can use them. If you know which colour triggers what kind of emotions in the audience, you can make sure that the colours in your log and website design are working for rather than against you.

The primary colours; yellow, red, and green are also used by many leading brands. The red colour is associated with energy, excitement, and love. You might have seen an abundance of red colour in businesses related to food, fashion, sport, and similar brands. Red colour also has negative associations such as anger and war, therefore, you should be careful where to use red and how much you should use this colour. Similarly, the yellow colour is associated with positive emotions like happiness, cheer, and optimism, therefore, can be used to create a sense of happiness. But this colour is also linked with cheapness and has similar negative associations so it is important to be cautious while using this colour.

The colour green can be associated with nature, fertility, and harmony. But it is also related to envy and greed. Using too much green in your branding materials can make a person feel lazy, moody, and depressed. On the other hand, not enough green can cause feelings of apathy and boredom. So make sure you don’t ignore the green colour if your business is related to nature but don’t overuse it as it can lead to clutter. Professional logo and web designers at Logoinn can help you make the right use of appropriate colours in your brand logo and website design so you can build strong and meaningful relationships with your customers.

Using the Colour and Shape Psychology

You see, different shapes and colours infer different meanings, so you need to understand the psychology of each design element you use in your custom logo design and website design. However, it is important to remember that we don’t consciously register the emotions associated with various colours and shapes. For instance, when we see a green colour, we aren’t suddenly flooded with images of nature and harmony. So we don't need to take their meanings literally, that said, these associations do exist, and understanding them can help you change how your brand is projected and perceived by the audience.