Psychology of Design: The Power of Color, Typography, and Shapes
Why is the Psychology of Design Important?
Design is more than just aesthetics; it is the process of creating solutions to problems. However, aesthetics and psychology are two elements that cannot be ignored when it comes to design. Understanding the psychology of design can greatly impact the effectiveness of a design and how it is received by its audience.
The psychology of design is the study of how people perceive and interact with design elements. It is a complex field that involves understanding the emotional, cognitive, and behavioral responses that people have when they encounter different design elements. The three most important aspects of the psychology of design are color, typography, and shapes (Psychology of Design: How Design Influences Decision: By Natalie Wiley).
The Psychology of Color
Color is one of the most important elements of design, as it can have a significant impact on people's emotions and perceptions. This is because color triggers a specific response in our brains. Color can be tricky because while it is easily identifiable to the human eye, its perception can also vary based on age, gender, and culture. It is important to always consider the cultural background of your audience. For example, white can be a sign of purity and happiness, but it also can be a sign of sadness and grief (Psychology of Design: How Design Influences Decision: By Natalie Wiley).
It is crucial to align your brand identity with your color choices or else it won’t resonate with your audience. To ensure your work has the right message and tone, here is a list of common colors and their perceptions (UX Planet).
Red: Associated with strong feelings such as love, passion, and anger
Orange: Associated with feelings of excitement
Yellow: Associated with happiness, symbolizes joy, sunlight, and warmth
Green: Associated with nature. Brings calming and relaxing feelings
Blue: Associated with calm feelings, distance, and sadness
Black: Associated with tragedy, death, mystery, and tradition
White: Associated with purity and innocence
The Psychology of Typography
People associate typefaces with emotions and feelings. A study conducted at Wichita State University found that participants associated traditional typefaces as a sign of maturity and stability. They narrowed down their findings into four categories of typefaces: serif, sans-serif, decorative and handwritten. Serifs were perceived as more traditional while sans-serifs were seen as casual and playful. Decorative typefaces were considered fun and quirky and handwritten typefaces were seen as more formal (Psychology of Design: How Design Influences Decision: By Natalie Wiley).
The style of typefaces can also keep the user’s attention. According to Brand Crowd, “Typography also plays in the background. The characters’ design, space, and size can nudge the readers to finish reading or jump to the following website.”
The Psychology of Shapes
There are three categories of shapes: geometric, abstract, and organic. Geometric shapes consist of squares, triangles, and circles. They are associated with power and order because they are man-made. Squares are particularly aligned with feelings of strength, stability, and reliability. Triangles are unique because their perception varies based on the direction of the triangle. For example, triangles that face up are linked to power and upward momentum. Triangles facing down reflect instability. Triangles to either side suggest movement (Psychology of Design: How Design Influences Decision: By Natalie Wiley).
Abstract shapes are stars, hearts, and arrows. Stars are a symbol of patriotism, religion, and business. Hearts are signs of love, relationships, and marriage. However, if they are broken can mean breakups, sadness, and divorce, Arrows show feelings of movement and travel (Psychology of Design: How Design Influences Decision: By Natalie Wiley).
Organic shapes are those found in nature such as leaves, rocks, and water. Leaves, grass, and water are often seen as relaxing and soothing. On the other hand, shapes with sharp angles evoke feelings of anxiety (Psychology of Design: How Design Influences Decision: By Natalie Wiley).
Overall, understanding psychology and how it relates to design is an essential aspect of creating effective design solutions. How people perceive and interact with design elements can greatly impact the success of a design.