Psychology of onscreen type: investigations regarding typeface personality, appropriateness, and impact on document perception
Psychology of onscreen type: investigations regarding typeface personality, appropriateness, and impact on document perception
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屏幕字体心理学：关于字体个性、适当性以及对文档感知的影响的调查
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发表时间：
2007
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通讯作者：
A. D. Shaikh
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作者：
A. D. Shaikh
三项研究调查了人们对屏幕字体的感知。在第一项研究中，379人使用15个语义差异量表对40种字体的个性感知进行了评级。因素分析的结果显示，3个相关因素(效力、评价和活跃度)解释了对屏幕字体个性的感知。参与者还根据感知的易读性对每种字体进行评分。结果表明，衬线字体和无衬线字体比显示字体和手写字体更易读。研究1还探讨了字体的常见用法和对字体的态度。参与者报告说，他们经常在Word和PowerPoint等程序中更改字体，但很少在电子邮件、即时消息和电子表格中更改字体。参与者对字体的态度是积极的，大多数人认为字体是文档设计的重要组成部分，应该适当使用。在研究2中，参与者使用配对比较方法来确定各种屏幕文件上的字体是否合适。这项研究的结果是瑟斯通评分，它表明了几种字体在合适性连续体上的位置。总体结果表明，对于网站广告等文档，最合适的字体的个性与特色产品的个性多少有些一致。对于所有其他屏幕文档(作业、电子邮件、简历、电子表格和网站文本)，最合适的字体是那些感觉易读性也很高的字体(衬线和无衬线)。研究3检查了六个屏幕文档的三个方面(网站广告，
作业、电子邮件、简历、电子表格和网站文本)：文档的个性、对作者精神的感知以及参与者的字体偏好。研究发现，字体的个性会影响文件感知的效力和活跃度分数。字体的适当性程度更有可能影响文件在评估因素上的得分。作者的精神气质因使用了不恰当的字体而受到负面影响。对于网站文本和简历，作者的感知受到中性字体和不适当字体的负面影响。在网站广告上，参与者几乎同样喜欢中性和合适的字体。在其他5份文件中，最受欢迎的是适当的字体。
Three studies investigated the perception of onscreen typefaces. In the first study, 379 people rated the perception of 40 typefaces’ personalities using 15 semantic differential scales. The results of a factor analysis revealed 3 correlated factors (Potency, Evaluative, and Activity) that explain the perception of onscreen typeface personalities. Participants also rated each typeface on perceived legibility. Results indicated that serif and sans serif typefaces are perceived as more legible than display and script/hand writing type faces. Study 1 also explored the common uses of typefaces and attitudes regarding type faces. Participants reported changing the typeface often in programs like Word and PowerPoint but seldom in email, instant messaging, and spreadsheets. Participant attitudes about typefaces were positive with most indicating a belief that typefaces are an important part of document design and should be use appropriately. In Study 2, participants used a paired comparison methodology to determine the appropriateness of typefaces on a variety of onscreen documents. The results of this study were Thurstone Scale Scores that indicate the position of several typefaces on appropriateness continuums. General results imply that for documents such as website ads, the most appropriate typefaces have personalities that are somewhat congruent with the featured product’s personality. For all other onscreen documents (assignments, email, resume , spreadsheet, and website text) the most appropriate typefaces were those that were also high in perceived legibility (serif and sans serifs). Study 3 examined three aspects of six onscreen documents (website ads,
Assignments, email, resumes, spreadsheets, and website text): personality of the document, perception of the author’s ethos, and participant’s typeface preferences. The personality of the typeface was found to influence the Potency and Activity scores of the document’s perception. The level of typeface appropriateness was more likely to affect the document’s score on the Evaluative factor. The ethos of the author was negatively affected by using an in appropriate type face. For the website text and resume, the perception of the author was negatively affected by both the neutral and the inappropriate typeface. On the website ad, participants preferred both the neutral and appropriate typeface almost equally. On the other 5 documents, the appropriate typeface was most preferred.