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 |
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| container_end_page | 72 |
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| container_issue | 4 |
| container_start_page | 60 |
| container_title | Journal of marketing |
| container_volume | 68 |
| creator | Henderson, Pamela W. Giese, Joan L. Cote, Joseph A. |
| description | 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. |
| doi_str_mv | 10.1509/jmkg.68.4.60.42736 |
| format | Article |
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| ispartof | Journal of marketing, 2004-10, Vol.68 (4), p.60-72 |
| issn | 0022-2429 1547-7185 |
| language | eng |
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| source | Access via SAGE; EBSCOhost Business Source Complete; JSTOR Archive Collection A-Z Listing |
| subjects | Advertising Brand image Brands Business structures Corporations Design Design analysis Graphic design Graphic logos Logos Marketing Naturalness Studies Type fonts Typographic fonts |
| title | Impression Management Using Typeface Design |
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