How To Control People’s Minds With Scale, Color, And Shape
Would you believe me if I told you that graphic designers can control people’s minds?
For example, check out this graphic:
I bet you paused just long enough to try to decipher this initially puzzling image. And once you understood it meant “I love pizza” it made you think of a delicious, cheesy slice of pizza. You might even be craving pizza now…enough to possibly order some later on.
Okay, okay, so maybe I can’t exactly control people’s minds (as far as you know). But, as a designer, I do know a few visual tricks to get people to pause, think, or feel a certain way. A few of these tricks involves knowing how to manipulate 3 basic elements: Shape, Color, and Scale.
Design is really about understanding the “effect” certain elements can have on the brain. And, believe it or not, these simple yet powerful elements majorly affect how we interact with visual information. Let's delve deeper into how these elements work their magic.
Shape
When you were a kid did you ever play with blocks or legos? Separately they were nothing more than just a few clunky shapes, but when put together you could create enchanting castles, towering skyscrapers, futuristic spaceships, and so much more.
Isn’t it interesting how those simple structures gave us the impression of something much larger? The same applies to when you design. Simple shapes can be combined to generate an idea without the need for words.
All shapes have meaning. As humans, we are always observing and trying to find meaning in the world around us. If something has the form of another thing that is familiar, it brings us a sense of peace. Alternatively, if something looks out of place, it makes us uncomfortable. This also applies when we observe shape.
Think about when you look at the clouds and find an image in the forms above and the wonderment it provides. Or when you’re in your room at night and feel a jolt of terror at the menacingly sharp form in the corner (and the relief when you turn the light on to find it’s just a jacket). We are always reacting, observing, and trying to understand the different shapes around us.
With an understanding of what these basic shapes convey, you can draw in the viewer's attention and create subconscious associations. Here are some quick examples of what a few common shapes might communicate to the viewer:
A triangle suggests direction and assertiveness
A circle implies unity and wholeness.
Both rectangles and squares create a sense of balance and stability.
Sharper shapes give a sense of intensity, boldness, and masculinity
Rounded shapes give a sense of comfort and cuteness
Organic free-flowing shapes remind us of the natural world, and elegance.
Inorganic shapes give us a sense of structure, rigidity, and cleanliness
I also want to add that even complex forms could be considered shapes in a way. And, if you break those complex forms down, you’ll realize they’re made up of other simpler shapes. A piece of pizza can be as simple as a funky triangle with some red dots on it. An eye can be a circle and a few curved lines.
Understanding the meaning behind different shapes and forms opens up a whole world of possibilities when it comes to design. Pay close enough attention and soon you’ll see shape everywhere!
Color
One time I used red on a design to give a sense of importance. I then found out my client hated red. He explained it was because he had broken up with someone who loved red and wore it all the time. It was interesting to discover that a color I thought would reflect boldness, to him reflected a sense of irritation and betrayal.
Color has a massive impact on our emotions, memory, and attraction towards certain things. It is perhaps the most powerful way to set the tone of a design. Color can create atmosphere, convey messages, and even stimulate physiological reactions. There are entire research studies on the impact color can have on our psyche.
The psychology of color is a vast and complex topic, so let me give you a starting point: The first step to understanding it is becoming aware of it in the world around you.
For example, if the sky is dark and cloudy doesn’t it immediately make you feel more down? Meanwhile, if the sky is a vibrant blue, you might feel more energized and ready to tackle the day. Does green make you think something is healthier than it is? Or red make you hungrier than you are? Consider also, the effect different lighting has. Typically, white lighting keeps us more alert, and warm lighting calms us down.
The world is full of color. So, take time to consider the colors around you and why you gravitate towards certain ones, and detest others. To be truly effective, however, you will eventually have to go beyond your own tastes. While my client hated red, his audience for all we know could love it! Color can have many different meanings based on culture, experience, and beliefs.
Here are a few common associations colors have to the general public according to the Interaction Design Foundation:
Red often represents Love, Passion, Strength, Power, Danger, Excitement, and Energy
Orange can convey Warmth, Creativity, Adventure, Freshness, Happiness, Attraction, and Success
Yellow reminds us of Optimism, Cheer, Happiness, Warmth, Caution, Energy, and Intellect
Green elicits a sense of Nature, Growth, Wealth, Luck, Envy, Freshness, and Quality
Blue is often connected to Trust, Calm, Sadness, Peace, Loyalty, Depth, and Authenticity
Purple represents Royalty, Nobility, Wisdom, Luxury, Imagination, Mystery, Spirituality
White equals Purity, Simplicity, Innocence, Peace, Cleanliness, Emptiness, and Goodness
Black is likened to a sense of Sophistication, Formality, Sorrow, Boldness, Elegance, Death, and also Mystery
In the end, if you can learn to manipulate color in a way that draws an audience, you’ll be way ahead of the competition!
Scale
Scale refers to the relative size of elements within a design. By manipulating scale, we designers can create hierarchy, emphasize key elements, and guide the viewer's eye through the composition. Larger elements naturally draw more attention, while smaller elements are perceived as less important or secondary.
Let’s talk for a minute about what I mean by “create hierarchy”. What we designer’s call hierarchy is actually an extremely important design principle. “The Principle of Hierarchy” is about understanding how to arrange elements in order from most to least important. One way designer’s achieve this is through scale.
For instance, if you saw an advertisement with BIG BOLD LETTERS on it, you couldn’t help but notice it. Alternatively, if that same advertisement had the tiniest little subcopy, you will probably either ignore it, or not even notice it’s there. Thus, there is a clear hierarchy of importance that puts the big bold letters above the tiny subcopy.
Now, what if that same advertisement had everything in big bold letters? You’d probably be incredibly overwhelmed and confused. If we don’t consider scale when building out a design, then it’s going to be easy to get lost. Scale plays into the level of readability, as much as it plays into the level of importance.
Scale also plays best when used in combination with Color and Shape. In the pizza graphic I showed you at the start, all the shapes are about the same size, but if you look closer, you’ll notice the plate the pizza is on is slightly larger than the rest. Why is this important? Well the plate, by being a little bigger, and being a color that contrasts with the background, creates a “frame” around the pizza and draws you in.
In essence, mastering scale is fundamental for creating effective and engaging designs that resonate with viewers.
Final Thoughts
All in all, by mastering these three basic elements — Shape, Color, and Scale — graphic designers (and even non-designers!) can craft simple visuals that capture audiences attention. Whether you’re also trying to spark a craving for pizza, or you’re communicating a brand's values, if you understand the psychological impact these design tools have, you’re one step ahead.
So, next time you find yourself drawn to a particular advertisement or logo, take a moment to consider how Shape, Color, and Scale are working together to influence your perception of it.
Before you know it, you’ll start seeing the underlying intentions behind each element used, and rather than the one being controlled by visual tricks, you’ll be the one tricking others.
Thanks for reading!
My name’s Nicole Suchin and I am a Graphic Designer based in Pittsburgh, PA that specializes in branding, as well as design for print and digital marketing.
If you’re looking to brand, re-brand, or start your sub-brand – I’d love to chat more about what that could look like for you and your business!
Citations:
Interaction Design Foundation - IxDF. (2021, November 4). What is Color Symbolism?. Interaction Design Foundation - IxDF. https://www.interaction-design.org/literature/topics/color-symbolism#:~:text=BY-SA%203.0-,Red%20%3D%20Love%2C%20Passion%2C%20Strength,CC%20BY-SA%203.0,-How%20to%20Choose