Shape theory in design.

I’ve found a very informative article about shape theory. Although it was written from a perspective of a web designer it is knowledge that can be applied to any form of visual design.

Designers use shapes to:

• Organize information through the connection and separation
• Symbolize different ideas
• Create movement, texture, and depth
• Convey mood and emotion
• Emphasize and create entry points and areas of interest
• Lead the eye from one design element to the next

Types of Shapes:

• Geometric shapes - regular patterns (squares, triangles...), organization, efficiency, structure, order.
• Organic shapes - irregular, pleasing, comforting, free form, asymmetrical, convey feelings of spontaneity. They add interest and reinforce the themes.
• Abstract shapes - have a recognizable form, but are not real.

The meaning of shapes:

Circles - have no beginning or end. Eternal whole. An archetype representation of the sun, the moon, the Earth and the Universe in every culture. Completeness, well-roundness. Free movement, infinite, unity, harmony, grace, femininity, warm, comforting, gives a sense of sensuality and love.

Their movement suggests energy and power. Protection, endure, restriction, safety, connection, community, integrity, perfection. Attract attention, provide, emphasis, set things apart.

Squares and rectangles - Stability, trusted shapes, suggest honesty. Order, mathematics, rationality, formality. They are seen as earthbound. Most common geometric shapes encountered. Conformity, peacefulness, solidity, security, and equality. They can be seen as boring because of their familiarity, stability, and commonness. They don't attract much attention.

Triangles - Stable when sitting on their base, otherwise unstable. They represent dynamic tension, action, aggression. They have energy, power their position can suggest conflict or strength, masculinity. They are symbol of law, science, and religion. Can direct movement. Represent the religious trinity, can suggest self-discovery and revelation. Can convey progression, direction, and purpose.

Spirals - Can represent an expression of creativity. Suggest the process of growth and evolution because they can often be found in the nature. They convey fertility, birth, death, expansion, transformation, cycles of time, life, seasons. Commonly used as a religious and mystical symbols. Spirals move represents returning to the same point with more knowledge, trust during change, the release of energy and maintaining flexibility through transformation.

Projection of an intention (clockwise) a fulfilment of an intention (counterclockwise). Double spirals can symbolize opposing forces.

Crosses - Symbolize spirituality, healing, meeting place of divine energies, self, nature, wisdom, higher power. Transition, balance, faith, unity, temperance, hope, life, relationships, synthesis, need for connection. Vertical shapes are strong and horizontal peaceful.

Curved shapes - rhythm, movement, happiness, pleasure, generosity, femininity.

Sharp shapes - energy, violence, anger, vitality, youthfulness, masculinity.

Positive and negative shapes:

Positive - we call the figure or a foreground shape positive and the focus of the picture, it is often called the subject matter.

Negative - this is usually an empty shape or space and is the background or surround of the subject matter.

Why use negative space?  :

• It can lead to a cleaner and more professional design.
• Makes it easier for viewers to absorb a content.
• Helps create a design flow and achieve balance in design.
• It gives organization to elements in the picture/frame, and provide visual relief.
• It makes elements stand out.
• Adds elegance and sophistication to a design.

The author of the blog wrote a great article about gestalt principle it will be something I for sure revisit in the future.

http://vanseodesign.com/web-design/gestalt-principles-of-perception/

http://vanseodesign.com/web-design/visual-grammar-shapes/
http://vanseodesign.com/web-design/whitespace/