Geometrical psychology

April, 18th 2017

From mathematics to product design, art to architecture, many professions use geometry as the foundation of their creativity. This of course translates into geometry playing an important part in the design and architecture of retail spaces. In fact, using key geometric shapes such as the circle, square, triangle and rectangle, creates endless possibilities to obtain the sense of harmony that is so sought after in store design. Geometric shapes are a fantastic visual merchandising tool as consumers are very familiar with their forms and they can create symmetry, modularity or repetition. When used effectively, they can stimulate a variety of sensations and sentiments for consumers.


As a result, we’ve decided to focus this special report on the use of basic geometric shapes in-store to improve our understanding of them as an effective visual merchandising tool to communicate a brand identity. Won’t you join us?


The circle

- Perfection and movement -

Visual Merchandising

The circle is considered to be the “mother” of all of geometric shapes and as such is associated with the idea of perfection and continuous movement. It’s seemingly endless curved perimeter creates an idea of velocity which can be used to convey a message of flux and flow.


The square

- Firmness and strength -

Visual Merchandising

The square, a parallelogram, is associated with strength, protection and trajectory. This sets the tone for it be used in very ordered design concepts. Combining a square based design with varying colours or textures creates a strong in-store statement. 


The triangle

- Progression and energy -

Visual Merchandising

The triangle expresses extension and ascension as a result of its sturdy base line. Thanks to its three sides, the triangle can be used to create an impression of constant growth thanks to its arrow-like form which directs consumer attention upwards, sideways or downwards. The polygon represents progress and ambition.


The rectangle

- Steady and effective -

The rectangle offers solid design options that are different to the square due to its elongated sides. It is the most common geometric shape encountered in design and its familiar form represents honesty, solidity and stability. The combination of different sized rectangles creates interest and engagement.


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