Using type font characteristics to communicate brand personality of new brands
Using type font characteristics to communicate brand personality of new brands
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DOI：
10.1057/bm.2012.23
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发表时间：
2013-04-01
影响因子：
4.1
通讯作者：
Parkman, Ian D.
中科院分区：
文献类型：
--
作者：
Grohmann, Bianca;Giese, Joan L.;Parkman, Ian D.
本研究探讨了用于代表品牌名称的字体类型（如标志或包装）是否会影响消费者对品牌个性的看法。借鉴字体框架的语义影响，我们进行了三个实验研究，涉及字体与广泛的设计特征：研究1表明，字体特征（自然，精致，和谐，蓬勃发展和重量）影响品牌个性感知（兴奋，真诚，复杂，能力和坚固）。字体的自然、和谐和蓬勃发展成为最重要的字体特征，唤起了大多数个性维度的更高层次。研究2将研究扩展到新品牌名称，发现字体设计的自然性是引发品牌个性维度的关键驱动因素。研究3探讨字体特征和字体颜色是否交互影响品牌个性维度。结果表明，字体颜色对品牌个性感知的影响与字体本身的影响无关。这些结果提供了初步的字体选择，以实现所需的品牌个性的指导方针，并提出了未来的研究问题。
This research explores whether the type font used to represent a brand name (such as in logos or packaging) influences consumers' perceptions of the brand's personality. Drawing on the semantic influence of type font framework, we conducted three experimental studies involving type fonts with a wide range of design characteristics: Study 1 shows that type font characteristics (naturalness, elaborate, harmony, flourish and weight) influence brand personality perceptions (excitement, sincerity, sophistication, competence and ruggedness). Type font naturalness, harmony and flourish emerge as the most important type font characteristics evoking higher levels of most personality dimensions. Study 2 extends the research to new brand names and finds that the effect of naturalness in type font designs is a key driver to eliciting brand personality dimensions. Study 3 then explores whether type font characteristics and type font color interactively affect brand personality dimensions. The results show that the influence of type font color on brand personality perceptions is independent of the impact of the type font itself. These results provide initial guidelines for type font selection to achieve desired brand personality and raise questions for future research.