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All Dressed Up With Something to Say: Effects of Typeface Semantic Associations on Brand Perceptions and Consumer Memory
Author(s) -
Childers Terry L.,
Jass Jeffrey
Publication year - 2002
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1202_03
Subject(s) - typeface , perception , psychology , meaning (existential) , consistency (knowledge bases) , context (archaeology) , cognitive psychology , semantic memory , social psychology , cognition , computer science , artificial intelligence , neuroscience , paleontology , psychotherapist , biology , operating system
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.