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 brand attachment). . . . when used for targeting consumers who are already strongly attached to the brand (i.e., regular customers, VIP customers, etc.), handwritten and typewritten typefaces are both suitable for marketing communication. However, displaying messages using a handwritten typeface also increases other social feelings such as warmth. If the main purpose of the marketing communication is to promote the brand or the organization’s image, using a handwritten typeface is still a better choice.”

Xing-Yu Chu, Dickson Tok, Xiaoyu Zhou, and Xi Chen.  “How Companies Use Typeface Design to Engage Consumers in Charitable Activities.”  Psychology and Marketing, in press, https://doi.org/10.1002/mar.21732