Two Studies on How a Typeface Congruent With Content Can Enhance Onscreen Communication

Richard L. Hazlett; Kevin Larson; A. Dawn Shaikh; Barbara S. Chaparro

doi:10.1075/idj.20.3.02haz

Two Studies on How a Typeface Congruent With Content Can Enhance Onscreen Communication

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

Research output: Contribution to journal › Article › peer-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 language	American English
Journal	Information Design Journal
Volume	20
DOIs	https://doi.org/10.1075/idj.20.3.02haz
State	Published - Jan 2013

Keywords

typeface
personality
emotion
affective processing
design
aesthetics
research methods
reading

Disciplines

Graphics and Human Computer Interfaces
Communication Technology and New Media

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10.1075/idj.20.3.02hazLicense: Unspecified

Cite this

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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.",

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AU - Shaikh, A. Dawn

AU - Chaparro, Barbara S.

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AB - 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.

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KW - emotion

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KW - design

KW - aesthetics

KW - research methods

KW - reading

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JF - Information Design Journal

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Two Studies on How a Typeface Congruent With Content Can Enhance Onscreen Communication

Abstract

Keywords

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