All Dressed Up With Something to Say: Effects of Typeface Semantic Associations on Brand Perceptions and Consumer Memory
By Terry L. Childers, J. Jass. 2002
247 citations recorded by the source corpus.
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.
Subfields: Marketing, Sociology and Political Science, Human-Computer Interaction
View Paper: https://www.semanticscholar.org/paper/9ffc2cafa7bbd6204505498c02147b9a849158c1
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- Stephanie Q. Liu
- Huiling Huang
- Paul A. Bottomley
- John R. Doyle
- Benedikt Schnurr
- Seontaik Kim
- Roland Schroll
- Dhruv Grewal
In Sociology and Political Science
- Benedikt Schnurr
- John R. Doyle
- Huiling Huang
- Stephanie Q. Liu
- Roland Schroll
- Dhruv Grewal
- V. Magnini
- T.J.L. (Thomas) van Rompay
In Human-Computer Interaction
Citations in the corpus
- Symbolic Meaning Integration in Design and its Influence on Product and Brand Evaluation (2009, background): “…not in the least because a considerable number of studies have demonstrated the increasing importance of symbolic (product) meaning with respect to consumer decision-making and the formation of brand impressions (Bloch, 1995; Childers & Jass, 2002; Creusen & Schoormans, 2005; Karjalainen, 2007).”
- Humanizing Products with Handwritten Typefaces (2018, background): “Because typeface–product appropriateness relates to the congruity between the meaning of a typeface and the meaning of a product (Childers and Jass 2002; Doyle and Bottomley 2004), machine-written typefaces should be more appropriate for displaying functional products than are handwritten typefaces.”
- The interactive effects of colors and products on perceptions of brand logo appropriateness (2006, background): “, 1998; Klink, 2000), non-alphabetic logos (Henderson and Cote, 1998), and typeface (Childers and Jass, 2002).”
- “Donate to help combat COVID-19!” How typeface affects the effectiveness of CSR marketing? (2020, background): “Besides the literal definition of the word, a word written in a certain typeface can convey implicit meanings based on visual characteristics of the typeface (Celhay et al., 2015; Childers and Jass, 2002).”
- Dressed for the Occasion: Font-Product Congruity in the Perception of Logotype (2006, background): “For instance, Childers and Jass (2002) showed that if the typeface contained in an ad was consistent with the message, it reinforced that message, and enhanced its memorability.”
- The influences of restaurant menu font style, background color, and physical weight on consumers’ perceptions (2016, background): “underlining, bold, italics) convey specific meaning to he reader (Childers and Jass, 2002).”