"Product details matter. The shape of a box, the color, and even the type of ribbon used-it can all change a consumer's perception. All aesthetic components can change how much people like an item as well as whether they decide to engage with it or possibly buy it. And as the Cern story tells us, the font matters too. Just as any other aesthetic element, the font used on products can influence how something is perceived."
"Just as any other aesthetic element, the font used on products can influence how something is perceived. It appears that different types of typefaces have different kinds of personalities, and Comic Sans tends to rate low on looking professional and high on being seen as friendly. Not the best fit for an announcement of a serious scientific discovery. The fact that typeface influences the reader's perception means that it can be used to convey or reinforce a particular brand image."
Typefaces shape how messages and products are perceived, affecting liking, engagement, and purchase decisions. Visual choices such as box shape, color, ribbon, and especially font alter consumer interpretation. Different typefaces carry distinct personalities; Comic Sans rates low on professionalism and high on friendliness, making it poorly matched to serious scientific announcements. Typeface appearance is processed alongside words, which can change reader interpretation and reinforce or undermine brand image. Brands can therefore employ fonts strategically to align aesthetic cues with intended meaning and to support overall brand identity and credibility.
Read at Psychology Today
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