Short answer

Designers should consider the inherent psychological associations of geometric forms and leverage them to create products that align with their intended function and desired user experience.

Field: Classic Design
Source: PLoS ONE (2020)
Method: Experimental research across multiple studies using abstract shapes, 3D mockups, and photographs.
Evidence: Strong effect

The geometric form of a product, even a pharmaceutical one, can subconsciously influence user perception of its effects and evoke specific bodily sensations and emotional responses. This classic design research insight is drawn from a 2020 study published in PLoS ONE. Using Experimental research across multiple studies using abstract shapes, 3d mockups, and photographs., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers should consider the inherent psychological associations of geometric forms and leverage them to create products that align with their intended function and desired user experience.

Study

Classic DesignHigh ImpactStrong effect

Angular pill shapes evoke energizing sensations, while curvy shapes promote calmness.

The geometric form of a product, even a pharmaceutical one, can subconsciously influence user perception of its effects and evoke specific bodily sensations and emotional responses.

PLoS ONE · 2020

Key Findings

01Angular pills evoked greater overall bodily activation compared to curvy pills.
02Angular shapes were associated with energizing effects, while round shapes were linked to calming effects.
03Pill designs congruent with proposed drug benefits (e.g., angular for energizing) were perceived as more effective.
04Different emotions were triggered by pills of different shapes.

Application

Design takeaway

Designers should consider the inherent psychological associations of geometric forms and leverage them to create products that align with their intended function and desired user experience.

How to apply

When designing products, especially those related to health, wellness, or performance, consider using angular forms for products intended to energize or stimulate, and rounded forms for products intended to calm or soothe.

Project actions

01Consider the emotional and sensory impact of the forms you choose in your designs.
02Explore how different geometric shapes might influence user perception of your product's function.

Method & Evidence

AimHow does the geometric shape of a pill (angular vs. curvy) influence perceived efficacy, evoked bodily sensations, and emotions?

MethodExperimental research across multiple studies using abstract shapes, 3D mockups, and photographs.

ProcedureParticipants were asked to imagine 'taking' pills of different shapes, focusing on and reporting evoked bodily sensations and emotional states. Performance on a timed cognitive test was also measured.

ContextPharmaceutical and supplement design, product perception.

Variables

IVShape of the pill (angular vs. curvy).

DVPerceived efficacy, evoked bodily sensations (activation/deactivation), emotions, performance on a cognitive test.

CVType of stimuli used (abstract shapes, 3D mockups, photographs), instructions given to participants.

Strengths & Limitations

Strengths

+Multi-study approach using varied stimuli increases robustness.
+Investigated both subjective feelings and objective performance measures.

Limitations

The imagined context of taking a pill is different from real-world use. The study might not account for all possible cultural interpretations of shapes.

Reliability & validity

The use of multiple studies with different stimuli (abstract shapes, 3D prints, photos) strengthens the reliability and validity of the findings regarding shape perception. However, the reliance on self-report for sensations and emotions introduces potential subjectivity.

Think critically

To what extent can these shape-emotion associations be generalized across different product categories and cultural contexts?

Design Principles

"Form follows feeling: The geometric form of a product can be designed to evoke specific user sensations and emotions, thereby influencing perceived efficacy and user experience."

Understanding these implicit associations between form and feeling allows designers to intentionally leverage shape to align with a product's intended function or desired user experience. This can enhance perceived efficacy, user comfort, and overall product satisfaction.

What This Means for Your Design

The shape of a pill can make you feel different things – sharp shapes can make you feel more awake, and round shapes can make you feel more relaxed. Designers can use this to make pills seem more effective for what they're supposed to do.

How to use in your project

1.Use this research to justify your choice of form in your design project, explaining how it supports the intended user experience or product function.

Add to My Project

Quick Cite

Paragraph starter

The geometric form of a product can significantly influence user perception and experience. Research indicates that angular shapes are associated with energizing effects and increased bodily activation, while curvy shapes evoke feelings of calmness. This suggests that designers can strategically employ form to align with a product's intended function, potentially enhancing perceived efficacy and user satisfaction, as demonstrated in the context of pharmaceutical design.

Source

PLoS ONE

The shape of the pill: Perceived effects, evoked bodily sensations and emotions

journal · 2020

View source

Questions About This Research

What does the research say about angular pill shapes evoke energizing sensations, while curvy shapes promote calmness?: Designers should consider the inherent psychological associations of geometric forms and leverage them to create products that align with their intended function and desired user experience. Evidence: PLoS ONE (2020).
Why does "Angular pill shapes evoke energizing sensations, while curvy shapes promote calmness." matter for design?: Understanding these implicit associations between form and feeling allows designers to intentionally leverage shape to align with a product's intended function or desired user experience. This can enhance perceived efficacy, user comfort, and overall product satisfaction.
How can designers apply this research?: Designers should consider the inherent psychological associations of geometric forms and leverage them to create products that align with their intended function and desired user experience.
What were the main findings?: Angular pills evoked greater overall bodily activation compared to curvy pills.. Angular shapes were associated with energizing effects, while round shapes were linked to calming effects.. Pill designs congruent with proposed drug benefits (e.g., angular for energizing) were perceived as more effective.. Different emotions were triggered by pills of different shapes.
What research method was used?: Experimental research across multiple studies using abstract shapes, 3D mockups, and photographs..
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2020 journal from PLoS ONE.
What should I do differently in my next project?: When designing products, especially those related to health, wellness, or performance, consider using angular forms for products intended to energize or stimulate, and rounded forms for products intended to calm or soothe.
What are the limitations?: The study involved imagining taking pills, not actual ingestion. The specific cultural or individual interpretations of shapes might vary.