A new research study from Monotype indicates the choice of typeface can boost or reduce consumer response.
In late May 2022 Monotype released a research report which delves into the emotional impact of type on consumers. It is a fascinating idea to research this topic, and the results of the research are eye-opening.
Monotype worked with with applied neuroscience company Neurons to test the marketing effect of three very different typefaces. For the study, Monotype and Neurons surveyed 400 people using threekinds of stimuli: single words, a sentence using those words, and a sentence with the words including a brand. Test samples were set in one of three typefaces – FS Jack, a humanist sans; Gilroy, a geometric sans; and Cotford, a languid serif.
The research found “typeface choice alone plays a significant role in how people feel—boosting their positive response by up to 13%.” James Fools-Bale, Monotype’s Senior Brand Director, adds some details, “This study tested our biggest assumptions about consumers’ emotional response to type and confirmed everything the broader design community has believed about type for decades—that it measurably affects consumers’ recognition of, confidence in, and recollection of brands. Even in the absence of color, logo, movement or any other traditional element of visual identity, typography plays a crucial role in conveying trust, sincerity, and reliability—brand marketers, agencies, and creatives should take note.”
To access the full study, Why Fonts Make Us Feel, please visit https://www.monotype.com/neurons.