Shape theory

In order to gather a greater understanding upon how shapes influence an individual and promote different meanings, research was undergone in order to ensure that the product reflects the correct atmosphere.


Organic shapes are those that often represent things found in nature. These shapes are more free-flowing and less symmetrical. Organic shapes often represent things such as leaves, rocks, clouds and even elements such as an ink blot. This type of shape has an innate harmony and can add visual interest.

Squares and rectangles are the default shape for most projects for a reason. This common shape creates a sense of equality and conformity. The familiar shape is seen as stable and trusting. The square further relates to the earth, with each of the four corners relating to the four points on a compass.
Circles have a more trendy usage and are used more commonly in website and digital design than in print projects. Circles are most frequently used to represent things of the same shape that we know and create a sense of completeness.Because a circle does not have a distinct beginning or end, they imply movement (such as a wheel). The shape is thought to have a feminine association and is connected to love, energy and power. Circles also suggest infiniteness and harmony.

Triangles can have one of two quite opposite meanings. The shape can imply stability, power and energy when the shape rests on a solid base. But it results in feelings of conflict, tension and nervousness when the base is upside down or appears unstable. In many cultures the reference to the triangle includes some religious undertones: Body-Mind-Spirit or Father-Son-Holy ghost or Past-Present-Future.