All dressed up with something to say: Effects of typeface semantic associations on brand perceptions and consumer memory

Terry L. Childers, Jeffrey Jass

Research output: Contribution to journalArticlepeer-review

106 Scopus citations

Abstract

In this research, a conceptual framework is developed that addresses the impact of typeface semantic cues within a marketing context. Visual properties of typefaces are conceptualized as communicating unique semantic associations to individuals distinct from the content of the written words they clothe. Typeface associations are investigated across varying levels of involvement in terms of their effect upon brand perceptions. These associations also influenced the memorability of advertised benefit claims. Memorability was enhanced as the degree of consistency among typeface semantic cues, advertisement visual cues, and advertisement copy claims increased. Extensions of this framework focus on obtaining a more complete understanding concerning the semantic pathways through which typefaces convey meaning.

Original languageEnglish (US)
Pages (from-to)93-106
Number of pages14
JournalJournal of Consumer Psychology
Volume12
Issue number2
DOIs
StatePublished - Jan 1 2002

Fingerprint Dive into the research topics of 'All dressed up with something to say: Effects of typeface semantic associations on brand perceptions and consumer memory'. Together they form a unique fingerprint.

Cite this