Text
Impression management using typeface design
Typeface design affects consumers' perceptions of advertised brands, it influences the readability and memorability of advertisements, it creates strategically important impressions, it affects the appropriateness of the typeface for different products, and it may affect a company's financial performance. This article develops a set of empirically based guidelines that managers can use to choose typefaces that create strategically valued impressions. The results show that 12 impressions that managers commonly try to create can be categorized into four broad groups: pleasing/displeasing, engaging/boring, reassuring/unsettling, and prominent/subtle. There are 23 commonly discussed font design characteristics that can be captured by six dimensions: elaborateness, harmony, naturalness, flourish, weight, and compressed. Pleasing responses are created by natural, less elaborate, harmonious, and flourished design. Engaging responses are created by natural, elaborate, less harmonious, compressed, and flourished fonts. Reassuring fonts are harmonious, less elaborate, and contain flourish. Last, prominence was created by less natural, weighty fonts that had less flourish and harmony. The findings provide broad empirical support for the contention that typefaces convey various strategically important impressions. Typeface is a medium with its own message, which makes it critical that a font's message or impression be chosen carefully and held consistently across the variety of communications in which a corporation engages.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Brand image Advertising Design Logos studies Type fonts |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |