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The Psychology of Shapes - How They Influence Consumer Behaviour | Lebone Litho Commercial Printing
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The Psychology of Shapes: How They Influence Consumer Behaviour

As your leading litho printing company in South Africa, Lebone Litho Printers understands the importance of creating designs that capture the attention of customers. One important factor in design is the psychological influence of shapes on consumer behaviour. There have been numerous scientific studies conducted on this topic, revealing fascinating insights into the impact of shapes on the human mind.

It is, however, a seldom considered aspect in branding and packaging decisions.

The Power Of Shapes

According to a study conducted by the American Marketing Association, shapes can have a significant influence on the perceptions and emotions of consumers. For example, circular shapes are often associated with positive emotions such as happiness and comfort. Square shapes, on the other hand, are associated with stability and reliability. Triangular shapes are seen as powerful and dynamic, while angular shapes are often associated with aggression and negativity.

Different Perspectives In The West And East

While there are general associations with shapes that are widely recognised in the West, there are also differences in the way shapes are perceived in other parts of the world. For example, the circle is seen as a symbol of unity and harmony in many Eastern cultures, while square shapes are associated with stability and balance. Triangular shapes can be perceived as negative in some Eastern cultures, as they are associated with instability and conflict.

Creating Effective Designs

As a litho printing company, we understand the importance of utilising the power of shapes to create effective designs that resonate with customers. 

By understanding the psychological influence of shapes on consumer behaviour, designers can make informed decisions about the shapes used in their designs. For example, circular shapes can be used to create a welcoming and inviting feeling, while angular shapes can be used to convey a sense of edginess and excitement.

Award-winning Shapes

There are many packaging designs that have won awards for their unique and effective shapes. Here are a few examples:

Coca-Cola Contour Bottle

The iconic shape of the Coca-Cola bottle is one of the most recognisable and successful packaging designs in history. The design, which features a curvy shape and distinctive ridges that are sexy as well as functional, was first introduced in 1915 and has won numerous design awards over the years.


The triangular shape chocolate bars, which are referenced to mountains, are another example of a highly effective and memorable packaging design. The shape is not only distinctive, but it also allows the bars to be easily broken into smaller pieces, which has become a defining feature of the brand.

Method Soap Bottles

Method Soap is known for its stylish and colorful packaging, which features a unique and ergonomic shape that is easy to hold and use. The design has won multiple design awards and has helped Method Soap stand out in a crowded market.

Heinz Ketchup Bottle 

The iconic Heinz Ketchup Bottle is another example of a highly effective packaging design. The design features a distinctive shape that allows the ketchup to flow out easily, and it has become synonymous with the brand over the years.

Wrapping It Up!

Overall, packaging design is an important aspect of branding and marketing, and a well-designed package can have a significant impact on a product’s success. Get in touch with us at Lebone Litho Printers in Gauteng, Durban and Cape Town today so we can help you create your winning design! 

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