The Impact Of Oblique And Vertical Typeface On Consumers' Perception And Attitude

Vision is the main sensory channel for people to get information.Enterprises also manage brand impressions through visual elements.In the designs of brand visual identity system,advertisements and other marketing elements,not only beauty is important,but also the expression of brand value and product characteristics are vital.Research in marketing has extensively studied the influence of visual elements on consumer emotions,attitudes and behaviors from a graphical and aesthetic perspective.But little attention is paid to letters which transmit both language and visual information.In practice,letters are widely used in brand visual identity and advertising design.Questions come that how the visual design of the letters effect consumer perception;what the mechanism of this effect is;and how the typeface impacts consumer attitudes in a specific marketing scenario.Existing research does not give good answers to these.This research focuses on the influence of typeface on consumer perception,the underlying mechanism in the proposed effect,and the downstream outcomes in marketing.First,the experiment 1 initially confirmed that the typeface has different effects on consumer perception of quickness and stability.To be specific,italicized characters can stimulate consumers' perception of quickness,while upright characters can stimulate consumers' perception of stability.Secondly,Experiment 2 found that the typeface can activate dynamic imagery in the consumer's working memory to different extents,which in turn affects consumer's perception.That is to say,the dynamic imagery plays a mediating role in the influence of the typeface on the consumer perception.Experiment 3 and 4 further expanded the external validity of the conclusions drawn from the experiment 1 and 2.In Experiment 3,this research extended the typeface design to the brand logo,and explored the interactive influence of the typeface and brand type on the consumer attitudes.It is found that for modern brands consumers have more positive attitudes to brands that use italicized characters in their logos,while for traditional brands upright characters in brand logo can activate better brand attitudes.Finally,in the Experiment 4,this research pays attention to the visual and verbal information of the text,and explores the interactive influence of this two kinds information on consumers' attitudes in the context of advertising.From the theoretical perspective,this paper enriches the relevant theories and research of visual marketing,and innovates the research on influence of typeface on consumers' perception and attitudes.From the practice perspective,this paper provides suggestions for managers on applying typeface to branding and advertising.