Squares are an important building block of design. The shape psychology of squares and rectangles creates a set of feelings and emotions that the canny brand owner can use to their advantage.
Colour is a vital part of a brand’s identity – but just as important is shape. The silhouette of a design is often noticed before colour is registered. As such, understanding what shapes mean adds additional depth to a brand’s identity. This article looks at the shape psychology of squares and rectangles. What do they mean and how can they be used within a brand’s visuals?
Like a mighty, dwarf-forged gate on the side of a mountain, squares and rectangles promote stability, trust and order.
What Squares and Rectangles Represent
We see four-sided shapes in all aspects of our lives – buildings, books, computer screens. It is little wonder that these shapes have cemented themselves in our minds as purveyors of order and stability.
Squares are an easy shape to use. Due to their even shape, they stack well and as such are naturally used in layout design. Even a finished design that uses other shapes will likely have been blocked out in squares and rectangles first.
In terms of emotions and feelings, squares and rectangles show;
- Trust
- Order
- Stability
- Familiarity
- Peace
- Uniformity
Four-sided shapes invoke feelings of balance and stability in the mind because of their symmetry. The neat nature of these shapes and the ease with which they sit together provide a sense of uniformity that can be calming and familiar.
As such, they have silhouettes that create feelings of strength and longevity – though often at the cost of dynamism and unique features.
The feelings of trust and order lend themselves well to corporate fields and this has evolved the meaning of the shape somewhat to also include professionalism and efficiency.
Who Should Use Four-Sided Shapes?
Due to their stable nature, a business with core values like stability and trust should consider using squares and rectangles. They also lend themselves to a conservative mindset. As mentioned previously, they tend to give a professional look which can help businesses who need clients to trust them. Square logos often use the colour blue to double down on the trust aspect, like in the American Express logo.
Squares are frequently used in business services such as accountancy and law. These are industries which demand a great deal of trust and thrive on order and rules. As such, using the strength of squares and rectangles provides a uniform, stable feeling that attracts clients who need a little more order.
Variations
Four-sided shapes have many variations that can be used to create different feelings. Perfect squares are great for representing trust and stability. Rectangles perform a similar function, also creating a feeling of uniformity.
Amending these slightly also gives access to other feelings. A trapezium shape can be used to better show growth and stability, while a rhombus changes the meaning almost entirely, giving an impression of speed and motion.
It is worth noting that squares and rectangles rarely reach the dynamic appeal of triangles or the community and growth shown in circles. They are inherently more reserved and find better use in brands that don’t have the desire to break rules or create sudden change.
What are the Limitations?
The main limitation of Four-sided shapes – especially squares – is that they are often overlooked. As they are used so frequently, they do not tend to attract attention. This can harm some businesses, especially those aiming to be more creative or exciting.
If they are tilted too far, they also lose their stability aspect; though they do become more attention-grabbing. It is important to remember this when using these shapes and take steps to mitigate these limitations.
One way to achieve this is through the use of colour. This can help negate the dull and unimaginative aspects of the square shapes. The Microsoft logo uses different coloured squares to achieve this.
The shape psychology of squares and rectangles makes us think of order. They are strong, immovable shapes that give an impression of sturdyness. When using squares in your brand, it’s important to understand what your clients will see in them. Although they aren’t as exciting and stand out as other shapes, they can still hold a visual appeal to clients who are looking for stability.
Like the mighty dwarf-made gates, you are showing that your brand is unassailable. At best, you can give the impression that clients will be safe and secure behind your walls. This can be appealing to certain clients and is a great selling point.
If you’re planning on using squares, rectangles and other four-sided shapes, it is important to understand their limitations. You may not be as attention-grabbing as other brands, but if trust and stability are your core principles, this may not be a bad trade-off.
If you are looking for help in defining your brand and building a strong identity, you can find my services here.
