Shape-Softness Association

Shape-Softness Association

Reviewed by Faisal Zaidi

The finding that circular shapes call up softness and angular shapes call up hardness, which then colours judgments of a product or company.

What it is

The effect disappeared when working memory was occupied by unrelated visual imagery. It is drawn from work by Yuwei Jiang and colleagues (2016).

In effect

In the article on why we trust rounded logos, it is the route from a circular outline to a judgement of a brand.

What it does not say

The association was shown in the studies reported and disappeared when working memory was occupied. It does not say that a round logo wins trust in every market or category.

Sources

  1. Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments. Journal of Consumer Research, 42(5), 709-726.