Using the Right Typeface

Chu, Tok, Zhou, and Chen share that “We propose that the typeface’s simulation of a handwritten note creates a sense of connectedness to the information sender (e.g., organization, brand), which subsequently increases consumers’ willingness to engage in the advertised charitable activities. Six experiments, including laboratory and field studies, provide support for the typeface effect and . . . a handwritten typeface creates a more positive effect when the viewer is not strongly connected to the brand (vs. having a strong…

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