According to the article, Font appropriateness and brand choice, when seeing two identical products – one with appropriate font, the other not – consumers chose, in research trials, products with typeface appropriate labels twice as often. Similarly, slanted shapes are viewed as more sour. Carlos Velasco, show that rounder shapes, and it is assumed rounder typeface, is recognized as sweet. Flavor association research, The Role of typeface in Packaging Design conducted by Dr. Thick, heavy type is identified with strength. The angle of a slightly sloping line can determine if it, and the typeface based on it, is happy or sad. ‘The feeling value of lines’ famously studied the emotions people subtly feel from plain line, not drawn into letters. Typeface also independently affects consumers in an emotional way. Aligning your product with other, similar high quality products can, by itself, increase the value the consumer places on the product, enabling you to charge a higher price. For example, hard to read text is associated with higher quality, more expensive wines. Making a text more difficult to read and understand can in some special circumstances increase valuation by adding an air of complexity, innovation or uniqueness to a product. Interestingly, the reverse trend can sometimes hold true. Switching the typeface used in these two examples would increase processing fluency. Hungry Man Testosterone Protein Chews Company, similarly, would seem more on-brand to the assumed target customer in a less flowing typeface than Vivaldi. For instance, Delicate Ant Kale Chip Company could portray ‘delicate’ by using a lighter font than Ariel Black, as it is here. The agreement between typeface messaging and word meaning also increases processing fluency. You don’t want a buyer frustrated by not being able to read – and learn – about your product. Such text is legible, shown against a contrasting background and uses a relevant typeface. Which messages the typeface sends, and with what strength.Įasy to read texts, in most cases, increase the customer’s valuation of a product. How easy or difficult the text is to read. Charles Spence, notes the ways in which typeface affects consumers. ‘The Role of Typeface in Packaging Design’, by Dr. This holds true in the hyper-competitive retail food industry. The typeface that something is written in sends messages, separately even from the content itself. Think: Times New Roman versus Arial font, for example1. Typeface, simply put, are different fonts. A rather obvious category of marketing, however, is often neglected: typeface. Premium packaging, labeling content, location of sale and, of course, promotion all send messages to a potential buyer. Marketing can be thought of as every way in which a customer interacts with your product.
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