As an important element of enterprise development,brand logo plays an important role in shaping enterprise image,establishing enterprise culture and spreading enterprise value.Many enterprises in the changing times,constantly updated their brand logo.Brand logo as a corporate brand "face value play",a proper design helps consumers to identify the brand,strengthen brand memory,arouse positive emotions.Brand logo through intuitive,simple,fast way in the minds of consumers to create a brand of the first impression to the visual form of expression to spread the corporate image.Brand logo in the text,as an image of the symbol,is the external performance of the enterprise character temperament.The font design affects the visual effect of the text,it is the most want to say to consumers,but also as a visual expression and logo of the image to shape the corporate image.Based on the previous studies,this paper divides the font design of brand logos into two parts: high perceived consistency and low perceived consistency,and discusses the influence of font design on consumer purchase intention.Based on the literature review,it is found that the perceived consistency between typeface design and product can be divided into image consistency,function consistency and cultural consistency.The font design of brand logo stimulates consumers’ positive association with products and brands through perceived consistency,arouses consumers’ emotional resonance and changes consumers’ attitude.At the same time,consumers’ brand identity influences their purchase intention.Those who have high brand identity are willing to participate in the process of brand building and communication.Consumer’s attention to the product will also affect the relationship between consumer font perception consistency and brand identity.Therefore,this paper studies brand identity as a mediator between consumers’ purchase intention and font perception consistency,and consumer involvement as a moderator.This paper investigates the effect of perceived consistency of fonts on consumer purchase intention by studying the font design of brand logos of practical and hedonic products.The results show that(1)perceived consistency of fonts in brand logos can positively affect consumers’ purchase intention.(2)The perceived consistency of fonts in brand logos can positively affect consumers’ brand identity.(3)Brand identity partially mediates the relationship between font perception consistency and consumer purchase intention in brand logos.(4)The link between the perceived consistency of letters in brand logos and brand identity is crucial.This work complements the research on the impact of typography on consumers,enriches the study of typography,and provides a reference and guide for choosing the right typography. |