This paper reports research on the use of the semantic differential to determine the connotative meaning of ten display typefaces using laymen as subjects. There were several surprising outcomes of the study. Helvetica, the only sans serif typeface, was not perceived as differing significantly from serifed typefaces on most dimensions. Examples of different typeface classifications were also perceived as having similar connotative meanings, and two very distinctive novelty typefaces were surprisingly neutral on all factoral dimensions.
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Grohmann, Bianca, Joan L Giese & Ian D Parkman
2013. Using type font characteristics to communicate brand personality of new brands. Journal of Brand Management 20:5 ► pp. 389 ff.
DiLullo, Camille, Harry J. Morris & Richard M. Kriebel
2009. Clinical competencies and the basic sciences: An online case tutorial paradigm for delivery of integrated clinical and basic science content. Anatomical Sciences Education 2:5 ► pp. 238 ff.
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2008. Emotional and Persuasive Perception of Fonts. Perceptual and Motor Skills 106:1 ► pp. 35 ff.
Doyle, John R & Paul A Bottomley
2004. Font appropriateness and brand choice. Journal of Business Research 57:8 ► pp. 873 ff.
Doyle, John R. & Paul A. Bottomley
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Evans, M.B., A.A. McBride, M. Queen, A. Thayer & J.H. Spyridakis
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Henderson, Pamela W., Joan L. Giese & Joseph A. Cote
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Mackiewicz, J. & R. Moeller
2004. International Professional Communication Conference, 2004. IPCC 2004. Proceedings., ► pp. 304 ff.
MacKiewicz, Jo
2004. What Technical Writing Students Should Know about Typeface Personality. Journal of Technical Writing and Communication 34:1 ► pp. 113 ff.
MacKiewicz, Jo
2005. How to Use Five Letterforms to Gauge a Typeface's Personality: A Research-Driven Method. Journal of Technical Writing and Communication 35:3 ► pp. 291 ff.
Mackiewicz, J.
2003. IEEE International Professional Communication Conference, 2003. IPCC 2003. Proceedings., ► pp. 14 pp. ff.
Childers, Terry L. & Jeffrey Jass
2002. All Dressed Up With Something to Say: Effects of Typeface Semantic Associations on Brand Perceptions and Consumer Memory. Journal of Consumer Psychology 12:2 ► pp. 93 ff.
Lowrey, Tina M.
2002. Does language matter?. Psychology & Marketing 19:7-8 ► pp. 569 ff.
McCarthy, Michael S. & David L. Mothersbaugh
2002. Effects of typographic factors in advertising‐based persuasion: A general model and initial empirical tests. Psychology & Marketing 19:7-8 ► pp. 663 ff.
McCarthy, Michael S. & David L. Mothersbaugh
2002. Les effets de la typographie sur la persuasion publicitaire: un modèle général et des tests empiriques préliminaires. Recherche et Applications en Marketing (French Edition) 17:4 ► pp. 67 ff.
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