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In advertising, typography is considered an important and obligatory element. One of the most prominent typefaces of today is Helvetica, therefore it became the center of this research. The goal of this research was to examine the connotative meaning of the Helvetica typeface at the time of its renewed popularity. We tested the role of Helvetica as the basic component in relation to consumer response. The results indicate that emotional response to Helvetica is not higher when compared to other typefaces in advertisements suggesting this is not 'an emotional typeface'. However, we did find that subjects looked more favorably to advertisements which use Helvetica for showcasing the copy and the brand logo. We conclude that, even though Helvetica today, after its renewed popularity, represents a type convention for the youthful and trendy image, this typeface has not been assigned a new persuasive capacity.

Helvetica as a type convention for the youthful and trendy image: A consumer response to designer safe option