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The 'Aha' Moment: How Great Designs Play With Our Psychology?

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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.

Publié dans : Design
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The 'Aha' Moment: How Great Designs Play With Our Psychology?

  1. 1. THE MOMENT!HOW GREAT DESIGNS PLAY WITH THE PSYCHOLOGY OF VIEWERS? ‘AaHaA’
  2. 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. 3. Different MINDS perceive things DIFFERENTLY. Yet, there’s a science to design engaging content.
  4. 4. Lets snoop into different aspects of design that TRIGGER EMOTIONS and PLAY WITH OUR PSYCHOLOGY… TYPEFACE SPACE SHAPE COLOR AaBbCc
  5. 5. THE PSYCHOLOGY OF SHAPES Different shapes stimulate different emotions.
  6. 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. 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. 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. 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. 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. 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. 12. WHAT WHITE SPACE DOES TO OUR MIND ELIMINATES EVOKES IMAGINATION NEGA IV ESPACE CLUTTER THE PSYCHOLOGY OF SPACE
  13. 13. THE PSYCHOLOGY OF COLORSColors speak a language of their own.
  14. 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. 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. 16. THE PSYCHOLOGY OF TYPEFACES ImpactCalibri Arial Chiller Bradley Hand ITC Gigi HELVETICA Different fonts depict different stories.
  17. 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. 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. 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. 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. 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. 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. 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. 24. WISH TO L EARN MORE? WE’RE JUST A CLICK AWAY! ;)

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