Elements of Design - Shape

From Jacci Howard Bear,
Your Guide to Desktop Publishing.

Shape is one of the basic elements of design. Alone or in combination with other shapes or lines they can convey universal meanings as well as guide the eye or organize information. The three basic types of shapes are geometric, natural, and abstract.

Geometric shapes are structured, often symmetrical shapes. These include squares, circles, and triangles but also octagons, hexagons, and cones.

Natural shapes are found in nature or they can be manmade shapes. Leaves are an example of a natural shape. An ink blob is a natural shape. Natural shapes are often irregular and fluid.

Abstract shapes are stylized or simplified versions of natural shapes. Symbols found on signs, such as the stylized wheelchair shape for handicapped access, is one example.

Square Shapes

The square denotes honesty and stability. Squares are familiar, trusted shapes. Because the vast majority of the text we read is set in squares and rectangles, it has become familiar, safe, and comfortable.

Squares and rectangles are probably the most common geometric shapes we encounter. A few books, especially those for kids, may be cut in irregular shapes but adult (i.e. 'serious') correspondence comes in squares -- both the physical shape of the books, magazines, newspapers, and the rectangular columns of set text.

Some designers might equate square with boring. It's true that other, unexpected shapes, can grab attention better than the simple square but don't forget the importance of comfort and familiarity. Imagine how difficult it becomes to file everyday correspondence if letterhead came in a variety of triangles or freeform shapes. Try reading an entire book with all the text set in circles. Squares and rectangles definitely have a place in design.

Some ways you can use squares and rectangles:

- To symbolize honesty, stability, equality, comfort, or familiarity. It could also symbolize rigidity or uniformity.

- Related to the first bullet item, use repeating squares to suggest familiar themes (checkerboard pattern to represent a game board, the checkered flag at the end of a race, a tablecloth).

- To highlight, organize, or set apart information using a solid or outlined box.

- Use a square unexpectedly. Set a block of text in a solid or outlined but tilted box ?with or without also tilting the text.

Circle Shapes

Circles suggest infinity. They are also protective (think of protective encircling arms). They can also denote free movement such as a rolling ball or a more controlled movement such as a spinning globe.

The sense of movement is often enhanced through shading or the use of lines.

Outside of logo designs, circles are less common elements of design which makes them good for grabbing attention, providing emphasis, and breaking up familiar rectangular blocks of text. You could set text in circles or simply use a circle as the background for more traditional blocks of text.

Some ways you can use circles:

- To symbolize infinity and protectiveness. Circles could also suggest something well-rounded or complete. Similar to protectiveness, circles could also imply security.

- Related to the first bullet item, use circles to suggest familiar themes (bullet holes, a stack of cannonballs, a bunch of grapes -- or just about any round fruit or vegetable, a target, the earth).

- To highlight, organize, or set apart information using a solid or outlined circle. Try a freeform circle that looks like it was drawn with a marker or pen to highlight important text.

- Replace the letter O or other 'round' letters in text with a circular shape that suggests that letter. Try an orange in the word Orange or a basketball, baseball, or soccer ball to replace an O or other letter in the nameplate of a sports newsletter.

Triangle Shapes

Triangles suggest action. They are dynamic. Triangles may convey either conflict or strength. Triangles can direct movement (up, down, left, right ?depending on which way they 'point') but rather than moving themselves, they point the way for the reader.

Triangles are suggestive of many different shapes and ideas. They can represent a religious Trinity, a pyramid, a flag or pennant, an arrow, a beacon.

Some ways you can use triangles:

- To symbolize action or conflict. In a logo, a triangle might be better suited to a growing, dynamic high tech company than the more stable, familiar square, for example.

- Related to the first bullet item, use triangles to suggest familiar themes (flag, pyramid, arrow or pointer). A single or a series of triangles can point the eye to important information or act as an arrow to get readers to turn the page.

- To highlight, organize, or set apart information using a solid or outlined triangle. Use a triangle to suggest progression. Place it behind a 'Top 10' list or the steps to accomplish a specific task.

- Replace the letter A or V in text with a trianglur shape that suggests that letter. Try a wedge of pie for the letter A in the phrase Amy's Desserts.

Practical Use of Shapes