The Triangle in Advertising

The study of how humans perceive geometric shapes is known as Geometric Psychology which is closely associated with the school of Gestalt Psychology (Makin, 2023) and (Interactive Design Foundation, 2024) The precursor that arguably developed into Gestalt psychology was a paper on Phi Motion published in 1912 by Max Wertheimer and Gestalt theory remains an important school of psychology to this day (Johan Wagemans Et al. 2012). Gestalt Theory is used to understand how humans group similar shapes, recognise patterns, and how we simplify our perception of complex objects. Gestalt is a highly influential design tool used in many aspects of our lives, including advertising, architecture, and art, because of the often subconscious influence that shapes can exert on our emotions and behaviours. (Gaviluk, n.d.)

Where the Triangle is used in advertisements and logos it will evoke differing emotions depending upon its orientation. Geometric Psychology suggests that an equilateral triangle (where all the sides are the same length and the internal and external angles are equally distributed) with one of the sides on the horizontal plane and one of its points uppermost connotes feelings of stability, reliability and strength.  With its point downwards (reversed) it connotes instability or edginess. With one of its sides on the vertical plane and its points to either the left or right the triangle indicates direction, or movement (Gavriluk, n.d.). The direction arrow is possibly one of the most numerous uses for the triangle in design. Direction arrows range from volume or tuning buttons on electronic devices, car indicators, and elevator doors, to signs, traffic lights, etc.

Designer, Sean Makin, describes the triangle as an energetic and dynamic shape used in the retail environment to convey movement and energy. He explains that triangles are used in clothing stores to showcase sale items, promotions and new products. However, he adds a note of caution, too many triangles on display can create a feeling of chaos and can become confusing for shoppers, and our reactions to signs are culturally influenced and therefore may be misinterpreted if cultural differences are not considered during the design stages (Makin, 2023).

Michael Baker of Zillion Designs explains the use of the triangle in corporate branding and logos. He suggests that the triangular shape creates a perception of masculinity, strength, stability, and power. He advances that this perception makes the triangle particularly attractive to industries such as  “automobile, energy, technology, property, finance, and religion” (Baker, 2020)

The Adidas Logo is an example of a triangular sporting goods logo. The company often trade on the “three stripes” branding, but the logo in its entirety connotes the strength and agility needed to climb what appears to be a mountain. The upper edge of each stripe finishes at a different level making the outer edge of the triangle jagged suggesting a cragginess underfoot. The triangle also rests on the Adidas text, which promotes the strength of the Adidas name and by association their products. The text and the stripes are in a solid black colour the text is in an upright, heavy font with each letter occupying an almost square space which furthers the inference of strength and rigidity, but the curves of the font have a feminine influence that softens the logo.

Point Data Inc. is an American data management company that offers software and services to small businesses, which include the construction industry. On first impressions the logo feels very masculine, The solid black square suggests dependability and strength. The company name is written in capitals, which is very different to the previous example. The capital letters and the traditional typeface suggest formality and tradition. The triangular element of the logo comprises the initials PD from their company name styled into angular components of the triangle as a whole. The fit of the letters connotes accuracy in their business practices, there is no room for error. All the edges are straight and the corners are angular, which feels very masculine. The upturned triangle evokes the gendered representation of maleness in contemporary toilet signs signifying wide shoulders. Its upturned aspect also suggests action or speed of response. The triangle's placement is a interesting and deliberate choice, if it were rotated so that the long edge of the D was lowermost, the feel of the logo would change.

The Google Play logo, a multi-coloured triangle with a vertical long edge, and an opposing point facing towards the right is a well-known symbol from the Google operating system and Android devices. The triangle is multicoloured using four colours including Red, Green, Blue (RGB) and Yellow the triangle is divided by these colours into three further triangles of RGB and a diamond-shaped quadrilateral in yellow.

The rotation of this logo is arguably iconic of a play button on music or video playing equipment, although this would not be as apparent to our ancestors. The colourful nature of the symbol and the rounded points of each angle lend the logo a gentle, non-confrontational feel. For viewers of the logo from predominantly Western cultures, who read from left to right, the arrow shape suggests that we proceed, as it is pointing off the virtual page. The impact of this arrangement can easily be tested by reversing the image as shown below. The correct logo invites the viewer to press it, as one would a play button. The reversed logo does not, as its direction (especially to Western viewers) connotes a reverse direction or rewind. Directionality is important to how we feel about a shape such as this even if we know that it will make no difference to its function.

BAKER, M., 2020. 35 Triangle Logos Explore The Science Of Shapes In Branding [viewed 3rd Oct 2024]. Available from: https://www.zilliondesigns.com/blog/triangle-logos-science-shapes-branding/

GAVRILUK, V., n.d. Shape Psychology in Graphic Design [viewed 3rd Oct 2024]. Available from: https://www.arounda.agency/blog/shape-psychology-in-graphic-design

INTERACTIVE DESIGN FOUNDATION, 2024.The Gestalt Principles [viewed 3rd Oct 2024]. Available from: https://www.interaction-design.org/literature/topics/gestalt-principles#:~:text=Gestalt%20Principles%20are%20principles%2Flaws,pleasing%20and%20easy%20to%20understand.

MAKIN, S., 2023. The Meaning Of Shapes In Retail [viewed 3rd Oct 2024]. Available from: https://www.linkedin.com/pulse/meaning-shapes-retail-sean-makin/

WAGEMANS, J. Et al., 2012. A Century of Gestalt Psychology in Visual Perception. Perceptual Grouping and Figure-Ground Organization. Psychol Bull. 2012 November ; 138(6): 1172–1217. doi:10.1037/a0029333.