The power of shape psychology in website design
- Lucy
- Sep 23, 2024
- 6 min read
In the world of web design, every detail matters—from the choice of colours and fonts to the layout and imagery. However, one aspect that often goes unnoticed, yet plays a crucial role in influencing user perception and behaviour, is shape psychology.
Shape psychology refers to how different shapes impact our emotions and how they can be used strategically in design to evoke specific responses from users. In the digital landscape, where first impressions are formed in just 50 milliseconds, the shapes you incorporate into your website design can significantly impact how visitors perceive your brand and interact with your content .
Like how colours can evoke feelings of calm or excitement, shapes too can subtly influence how we feel and behave. For instance, rounded shapes might make us feel more at ease, while sharp angles can convey precision and efficiency. For small businesses, the impact of shape psychology in website design extends beyond aesthetics. It can help build trust, guide user journeys, and even encourage conversions.
Imagine a potential client visiting your website. The shapes used in your call-to-action buttons, image frames, or even dividers can influence whether they feel inclined to engage with your content or move on to a competitor if you're not creating the right emotions for them to feel.
So let's explore how different shapes impact emotions, and provide actionable tips on how you can incorporate these insights into your website design to elevate your brand.
The psychology behind different shapes in web design
Circles
Circles are often associated with unity, wholeness, and continuity. Their seamless form symbolises perfection and eternity, which can evoke feelings of safety and inclusivity. They tend to create a sense of comfort and approachability, making them ideal for brands that want to be perceived as friendly and trustworthy.
The Olympic Games logo is a powerful example of using circles to symbolise unity and global togetherness, reinforcing the event's values of inclusion and worldwide participation.
Squares
Squares are synonymous with stability, order, and reliability. Their uniformity and right angles make them appear balanced and strong, which can evoke a sense of security and dependability. Using squares in your website design can create a feeling of trust and professionalism for your small business, making them well-suited for more corporate and 'serious' brands that need to convey reliability, like a law consultant.
As an example, Microsoft’s logo uses four squares to symbolise the company's diverse range of products while reinforcing its image as a stable and dependable tech giant.
Triangles
Triangles are dynamic shapes that often represent direction, movement, and progress. Their pointed angles can convey strength, power, and purpose. And they can make a brand appear innovative and forward-thinking, which is why they are frequently used in technology and energy sectors.
The logo of Delta Airlines uses a triangle to symbolise upward movement, reflecting the company’s focus on progress and ascent.
Rectangles
Rectangles are extensions of squares, carrying similar connotations of stability and order, but with a greater emphasis on practicality and functionality. This means they are commonly used in website layouts to organise content in a structured, easy-to-navigate manner, making users feel at ease.
The layout of the Amazon website uses rectangles extensively to create a clear and functional user interface, promoting a sense of reliability and efficiency.
Ovals
Ovals are similar to circles but are more elongated, which can symbolise growth, adaptation, and evolution. They are often perceived as nurturing and gentle, and can make a brand appear more approachable and caring. When used in a website design, this can help your small business brand appeal to an audience that values empathy and warmth.
Ford uses an oval shape in their logo to project a sense of reliability and continuous growth, resonating with its long-standing reputation.
Cylinders
Cylinders combine the stability of rectangles with the smoothness of circles, making them appear strong yet approachable. They can evoke feelings of consistency and trust. They're often used in product design to convey durability and quality, making them ideal for brands that want to highlight these attributes.
For example, Coca-Cola’s iconic bottle design is cylindrical, emphasising the brand’s heritage and the reliability of its product.
Trapezoid
Trapezoids are less common in website design but can symbolise uniqueness and creativity. Their asymmetrical form suggests movement and direction in an unconventional way. They can also make a brand appear innovative and daring, appealing to audiences that value originality and forward-thinking approaches. We'd recommend using trapezoid shapes in website designs for brands with innovation, like those in green technology or AI, to give the right feel for your users.
The Adidas logo subtly incorporates trapezoidal shapes in its design, highlighting the brand’s innovative and cutting-edge identity.
How to use shape psychology in your small business website design
So you've worked out which shapes can give off the right feel for your small business, but how do you actually incorporate these into your website design?
Every single element on your website page is a shape. From consistent elements like the shape of your navigation bar or the shape of your body text, to more stand-out elements like image frames and buttons. The list is endless for how you can utilise shapes in your website design, but we've pulled out some of the areas we think will have the biggest impact to your users:
Image frames
The shape of your image frames can significantly influence how your content is perceived. For instance, using circular frames for images of team members can make them appear more approachable, while rectangular frames can convey professionalism.
In this example, circular frames might encourage users to feel a connection with the individuals on your team, fostering a sense of trust and relatability.
For service-based businesses like language teachers or photographers, circular frames can be effective in creating a personal connection. Rectangular frames, on the other hand, might reinforce the perception of structure and reliability, and could be a better choice for small businesses like consultancies or financial advisors.
Buttons and CTAs
The shape of your buttons and calls-to-action (CTAs) can affect click-through rates. Rounded buttons tend to feel more inviting, while sharp-edged buttons can appear more assertive.
Dependent on the brand, rounded buttons can lead to higher conversion rates due to their friendly appearance, while sharp-edged buttons can create a sense of urgency, prompting immediate action.
We recommend rounded buttons to be ideal for brands focused on customer service or community, while sharp-edged buttons can be used for e-commerce sites selling at a volume level where decisiveness is key.
Dividers and section breaks
Dividers and section breaks can guide users through your content seamlessly. Using soft, curved dividers can make transitions feel smooth and natural, helping to maintain the flow of content, and enabling a more pleasant and slow user experience.
In contrast, straight or angular dividers can create clear, decisive breaks and can emphasise the separation of important sections, drawing attention to key content
On both Wix and Squarespace you can customise divider settings and pick from a large range of pre-built divider options in different shapes to achieve the experience that's right for your brand.
Icons and graphics
The shapes used in icons and graphics can subtly communicate your brand’s values. Circular icons might represent unity or completion, as well as trust and inclusivity, while triangular icons can suggest direction, innovation or growth.
Make sure you choose icons that align with your brand message— we recommend circles for community-driven brands, triangles for tech or innovation-focused businesses. Platforms like Wix and Squarespace both offer customisable icon libraries where you can select or upload shapes that fit your brand to help implement your vision.
Overall website design layout
The overall layout of your small business website—whether it's based on grids (rectangles and squares) or more fluid designs (circles and curves)—can set the tone for how your content is perceived.
Grid layouts can convey a sense of order and reliability, encouraging users to explore your content in a structured manner. Fluid layouts can create a more relaxed and engaging browsing experience.
If you're using a website builder, look through their layout engine to help you design with your chosen shapes in mind, ensuring your website reflects your brand’s identity.
Ready to use shape psychology in your website design?
Shape psychology is a powerful tool in web design, capable of influencing how users perceive and interact with your website. By understanding the emotional and psychological impacts of different shapes, you can strategically design your site to resonate with your target audience, build trust, and drive engagement.
Whether you’re choosing the shape of your buttons, the layout of your sections, or the icons you use, every decision can contribute to a cohesive and compelling brand experience.
If you’re ready to take your website design to the next level, we specialise in creating tailored, shape-conscious designs that reflect your brand’s values and goals. Contact us today to learn more about how we can help you leverage the power of shape psychology in your website design.
