How can you use color, shape, and typography to communicate your product's personality and value proposition?

1 The psychology of color

Color is one of the most influential factors in how people perceive and react to your product. Different colors can evoke different emotions, associations, and expectations in your customers. For example, red can signal excitement, urgency, or danger, while blue can suggest trust, calmness, or professionalism. To choose the right color for your product, you need to consider your target audience, your product category, and your brand message. You also need to balance the contrast, harmony, and hierarchy of your color scheme, to make your product stand out and guide your customers' attention.

2 The psychology of shape

Shape is another key element that affects how people perceive and interpret your product. Different shapes can convey different meanings, moods, and personalities. For example, round shapes can imply softness, friendliness, or comfort, while angular shapes can suggest strength, stability, or aggressiveness. To choose the right shape for your product, you need to consider your product function, your product category, and your brand personality. You also need to create a clear and coherent shape language, to make your product recognizable and memorable.

3 The psychology of typography

Typography is the art and technique of arranging text to make it readable, attractive, and expressive. Typography can communicate your product's value proposition, tone, and style, as well as reinforce your brand identity and personality. Different fonts can have different effects on how people read and feel about your product. For example, serif fonts can convey tradition, elegance, or authority, while sans serif fonts can suggest modernity, simplicity, or innovation. To choose the right typography for your product, you need to consider your product content, your product context, and your brand voice. You also need to follow the principles of legibility, readability, and harmony, to make your product easy and enjoyable to use.

4 How to apply color, shape, and typography to your product design

To apply the basics of color, shape, and typography psychology to product design, start by defining your product goals and audience. Consider the problem your product solves, its benefits, and the needs, preferences, and expectations of your ideal customers. Research your product category and competitors to gain insight into common visual cues and conventions. Create a brand personality and message that reflects your product’s unique selling proposition. Then choose a color, shape, and typography palette based on your product goals, audience, category, competitors, personality, and message. Finally, test and refine your design using mockups, prototypes, or feedback tools. Ask for feedback from customers, peers, or experts to make adjustments as needed.

5 Examples of color, shape, and typography in product design

To illustrate how color, shape, and typography can communicate a product's personality and value proposition, here are some successful examples. Spotify, a music streaming service, uses green to convey freshness and energy. Its round shapes imply movement, while its bold Circular font suggests modernity and clarity. Airbnb, a platform that connects travelers with local hosts, uses red to signal passion and adventure. Its custom Bélo shape implies belonging, while its Cereal font conveys trust and quality. Slack, a collaboration tool for teams, uses a colorful palette to express fun and creativity. Its square shapes suggest structure, while its Helvetica Neue font communicates simplicity and professionalism.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?