Two studies on how a typeface congruent with content can enhance onscreen communication

Richard L. Hazlett, Kevin Larson, A. Dawn Shaikh, Barbara S. Chaparo

    Research output: Contribution to journalArticlepeer-review

    Abstract

    In two studies we investigate the effects that typeface "personality" has on readers' processing of affective information. In study 1, personality trait words were briefly shown in a typeface with a personality either congruent or incongruent to the word's meaning. Readers were faster at an emotion lexical decision task with congruent typeface personalities than with incongruent typeface personalities. Study 2 briefly showed pages in varying fonts and found that readers' snap judgments on emotional tone of the page were influenced by typeface personality. We conclude that readers can instantly process typeface personality and that typeface can affect onscreen affective processing.

    Original languageEnglish (US)
    Pages (from-to)207-219
    Number of pages13
    JournalInformation Design Journal
    Volume20
    Issue number3
    DOIs
    StatePublished - 2013

    Keywords

    • Aesthetics
    • Affective processing
    • Design
    • Emotion
    • Personality
    • Reading
    • Research methods
    • Typeface

    ASJC Scopus subject areas

    • Library and Information Sciences

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