We, as humans, respond differently to different elements of design. Different colors, shapes, typefaces – all create an interaction of association that is individual. Thus, a skilled designer is one who can employ each of these elements effectively, playing into the psychology of it’s viewers, and infer particular characteristics of a brand, to the target audience.

1. THE MOMENT!HOW GREAT DESIGNS PLAY WITH THE PSYCHOLOGY OF VIEWERS?
‘AaHaA’

2. Design is a JOURNEY not a
DESTINATION.
Over the years, we have gained invaluable insight into various aspects of
design and how it connects with the audience. This body of knowledge
has helped designers understand a great deal about human psychology
and their perception of design.
We, as humans, respond differently to different elements of design.
Different colors, shapes, typefaces – all create an interaction of
association that is individual. Thus, a skilled designer is one who can
employ each of these elements effectively, playing into the psychology of
it’s viewers, and infer particular characteristics of a brand, to the target
audience.
IT IS A CONTINUOUS IMPROVEMENT PROCESS WHERE EVERY NEW
INTERACTION IS A NEW LEARNING CURVE.
DESIGN

3. Different MINDS perceive things DIFFERENTLY.
Yet, there’s a science to design engaging content.

4. Lets snoop into different aspects of design that TRIGGER EMOTIONS and
PLAY WITH OUR PSYCHOLOGY…
TYPEFACE
SPACE
SHAPE
COLOR
AaBbCc

5. THE PSYCHOLOGY OF SHAPES
Different shapes stimulate different emotions.

6. C I R C L E , O V A L & E L L I P S E
CIRCULAR SHAPES SUGGEST FRIENDSHIP, LOVE AND COMMUNITY.
R I N G S
C U R V E S
Rings are the universal symbol of relationship. They
have an association with marriage and partnership,
depicting STRENGTH and RESOLUTION.
Curves are feminine. They suggest FLEXIBILITY,
ADAPTABILITY and COMPLIANCE.
C I R C L E S
Circular graphics convey positive emotions. They tend to
project community, FRIENDSHIP, LOVE and UNITY.
INFORMED USE OF SHAPES
THE PSYCHOLOGY OF SHAPES

7. C I R C L E , O V A L & E L L I P S E
CIRCULAR SHAPES SUGGEST FRIENDSHIP, LOVE AND COMMUNITY.
T R I A N G L E S
L I N E S
Triangles tend to be viewed as a symbol of POWER and
SCIENCE. Triangular shapes are also popular in
RELIGIOUS firms.
Vertical lines are associated with MASCULINITY,
ENDURANCE and AGGRESSION. Horizontal lines depict
COMMUNITY, TRANQUILITY and CALM.
S Q U A R E
Straight edge shapes imply STABILITY and
CONSISTENCY in a more concrete sense. These can also
be used to indicate balance.
INFORMED USE OF SHAPES
THE PSYCHOLOGY OF SHAPES

8. THE PSYCHOLOGY OF SPACEIt isn’t what you want them to see, it’s what you don't want them to see that matters.
I
NY
THE PSYCHOLOGY OF SPACE

9. KNOW THE DIFFERENCE
ACTIVE
WHITESPACE
WHITESPACE
VI
SAP S
Evs.
The deliberate asymmetric space
intended to make design more lively.
The default space between characters and
different design elements.
THE PSYCHOLOGY OF SPACE
THE PSYCHOLOGY OF SPACE

10. DON’T LET THE MISNOMER FOOL YOU!
The white space doesn’t have to be white. It can be any color or pattern.
LOOK HERE
LOOK HERE
LOOK HERE
LOOK HERE

11. WHAT WHITE SPACE DOES TO OUR MIND
EMPHASIZES OBJECT
I M P L I E S L U X U R Y A N D S O P H I S T I C A T I O N
STRIKES BALANCE
THE PSYCHOLOGY OF SPACE

12. WHAT WHITE SPACE DOES TO OUR MIND
ELIMINATES
EVOKES IMAGINATION
NEGA IV ESPACE
CLUTTER
THE PSYCHOLOGY OF SPACE

13. THE PSYCHOLOGY OF COLORSColors speak a language of their own.

14. THE LANGUAGE OF COLORS
Each color conveys a different message to it’s audience.
Get a grasp on colors.
WARM COLORS COLD COLORS
PEACE
TRUST
NOBILITY
GRACE
TRANQUALITYWARMTH
LOVE
PROSPERITY
GLORY
ENERGY
THE PSYCHOLOGY OF COLOR

15. NEUTRAL COLORS
THE LANGUAGE OF COLORS
SOLID
GLOOMY
FRIENDLY
FORMAL
CLASSY
PURITY
CLEAN
Each color conveys a different message to it’s audience.
Get a grasp on colors.
THE PSYCHOLOGY OF COLOR

16. THE PSYCHOLOGY OF TYPEFACES
ImpactCalibri
Arial
Chiller
Bradley
Hand ITC
Gigi
HELVETICA
Different fonts depict different stories.

17. SET THE MOOD WITH TYPOGRAPHY
Unfold mysteries behind the use of different typefaces.
THERE ARE
MASCULINE
FONTS.
AND THERE ARE
feminine
FONTS TOO.
THERE ARE
FONTS FOR
KIDS.
AND FONTS FOR
GROWN
UPS.
THE PSYCHOLOGY OF TYPEFACES

18. READ BETWEEN THE LINESUnfold mysteries behind the use of different typefaces.
SERIFSARE FOR
PRINT.
SANS SERIF
ARE FOR
WEB.
THE PSYCHOLOGY OF TYPEFACES

19. Mixing the moods right.
READ BETWEEN THE LINES
BOLD BOLD BOLD
BOLD
THIN THIN THIN
BOLD
THIN THIN THIN
THIN
BOLD BOLD BOLD
THIN
PLAIN PLAIN PLAIN
Fancy
Fancy Fancy Fancy
PLAIN
PLAIN PLAIN PLAIN
PLAIN
Fancy Fancy Fancy
Fancy
EMPHASIS IS
ON CORE
BUSINESS.
FRIENDLY, FLEXIBLE
AND OPEN TO
NEW IDEAS.
IT IS ABOUT
WOMEN. YEP,
TOO FEMININE.
THE IMPACT OF
THIS MESSAGE IS
CLEAR.
COMMITTED
TO MAKE AN
IMPRESSION.
JAGGED,
MASCULINE AND
AGGRESSIVE.
MINIMILISM
INSPIRED.
FOCUSED.
CATERS TO THE
NEEDS OF
DISPARATE
AUDIENCE.
THE PSYCHOLOGY OF TYPEFACES

20. CELEBRATE THE MARVELS
E V E R N O T I C E D T H I S A R R O W I N F E D E X L O G O ?
Yes. It depicts forward direction, speed, and precision as core
values at FedEx.

21. CELEBRATE THE MARVELS
K N O W W H Y T H I S B I T E I S TA K E N O U T H E R E ?
So Apple picked a logo as simple as an ‘apple’! But do you know what this
incomplete apple indicates? This ‘bite’ implies ‘bytes’ - the foundation stones of
computing.

22. CELEBRATE THE MARVELS
W H AT I S T H E M O S T N O T I C E A B L E T H I N G I N YA H O O L O G O ?
You guessed it right! Yahoo logo has a human touch – it looks fun and
personal. The overall impression is fancy yet sophisticated.

23. CELEBRATE THE MARVELS
N O . A I R B N B D I D N ’ T M E A N T O B E E X P L I C I T.

24. WISH TO L EARN MORE?
WE’RE JUST A CLICK AWAY! ;)