Color–Shape Connotations of Geometric Figures

Abstract

While many studies have examined the affective value of colors and shapes, there has been little investigation regarding how color and shape interact to influence affective response. This series of studies examined the semantic connotations of geometric shapes presented in different hues. Ratings of color names were similar to ratings of colors attached to shapes. When different combinations of color and shape were rated, color potentiated ratings of shape in a particular dimension, and vice versa (e.g., warm colors generally increased activity and cool colors decreased it). Color had more influence than did shape on connotations of activity and value. Only on ratings of size did shape have more effect than did color. The circle was rated as the most valuable and strongest of the five figures; the triangle was least valuable and lowest on strength. Color both potentiates those differences and adds specific new effects. Blue and green are the most–valued hues: brown and black the least–valued and least–active colors. Brown is also low on strength, but black was rated as the strongest of the six colors. Within the 30 shape–color interactions, the black circle was the largest and strongest figure. However, while black was very strong, it was rated low on value. Although translation of these findings into design recommendations can only be done with reference to a specific setting and client, it is important that designers are aware of the associative links between colors and generic geometric shapes and that they use those connections when appropriate.