Squares and rectangles are stable. They’re familiar and trusted shapes and suggest honesty. They have right angles and represent order, mathematics, rationality, and formality. They are seen as earthbound. Rectangles are the most common geometric shape encountered. The majority of text we read is set in rectangles or squares.
Squares and rectangles suggest conformity, peacefulness, solidity, security, and equality. Their familiarity and stability, along with their commonness can seem boring. They are generally not attention-getters but can be tilted to add an unexpected twist.
During the experiment about the square, it becomes apparent that people have multiple perceptions of the same square based on its orientation. When referring to a square, people visualise the most common orientation of the shape which is a square placed with one of its sides parallel to an imaginary horizontal surface. Thus, when asked for words associated with a square, people refer to a square in this orientation.