All Dressed up with Something to Say: Effects of Typeface Semantic Associations on Brand Perceptions and Consumer Memory

In this research, a conceptual framework is developed that addresses the impact of typeface semantic cues within a marketing context. Visual properties of typefaces are conceptualized as communicating unique semantic associations to individuals distinct from the content of the written words they clo...

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Bibliographic Details
Published in:	Journal of consumer psychology 2002, Vol.12 (2), p.93-106
Main Authors:	Childers, Terry L., Jass, Jeffrey
Format:	Article
Language:	eng
Subjects:	Advertising research Brands Consumer advertising Consumer psychology Consumer research Marketing Memory Pretests Typographic fonts Typographies
Online Access:	Get full text
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Summary:	In this research, a conceptual framework is developed that addresses the impact of typeface semantic cues within a marketing context. Visual properties of typefaces are conceptualized as communicating unique semantic associations to individuals distinct from the content of the written words they clothe. Typeface associations are investigated across varying levels of involvement in terms of their effect upon brand perceptions. These associations also influenced the memorability of advertised benefit claims. Memorability was enhanced as the degree of consistency among typeface semantic cues, advertisement visual cues, and advertisement copy claims increased. Extensions of this framework focus on obtaining a more complete understanding concerning the semantic pathways through which typefaces convey meaning.
ISSN:	1057-7408 1532-7663