Impression Management Using Typeface Design

Impression Management Using Typeface Design

This article develops empirically based guidelines to help managers select typefaces that affect strategically valued impressions. The authors discuss the potential trade-offs among the impressions created by typeface (e.g., pleasing, engaging, reassuring, prominent). The selection of typeface can b...

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Veröffentlicht in:Journal of marketing 2004-10, Vol.68 (4), p.60-72
Hauptverfasser: Henderson, Pamela W., Giese, Joan L., Cote, Joseph A.
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Brand image
Brands
Business structures
Corporations
Design
Design analysis
Graphic design
Graphic logos
Logos
Marketing
Naturalness
Studies
Type fonts
Typographic fonts
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Zusammenfassung:This article develops empirically based guidelines to help managers select typefaces that affect strategically valued impressions. The authors discuss the potential trade-offs among the impressions created by typeface (e.g., pleasing, engaging, reassuring, prominent). The selection of typeface can be simplified with the use of six underlying design dimensions: elaborate, harmony, natural, flourish, weight, and compressed.
ISSN:0022-2429
1547-7185
DOI:10.1509/jmkg.68.4.60.42736