consumer perception of typography

The font used in a brand is a reflection of the consumer, by using the right typography you can bring in the right consumers for the brand because they will feel at home in the brand. They will recognise themselves and want to belong in that brand. When you buy into a brand you buy in lifestyle you either have or aspire to be like you're joining a group of people whether you know it or not. And that loyalty can be altered if a brand changes the logo as you might not fit in anymore. All we have the luxury as we live in a high consumer culture that is specialised in customising the experience that you can buy into a brand the brand changing or never even evolving could alter your brand loyalty. We have so much to choose from that you are able to be picky with what brands you want to buy.  David Lewis describes type as being “ hidden in plain sight” and explains that it transmits information so subliminally. That means that within an hour about awareness threshold you aren't in control your brain takes in. Sometimes it happens too quickly for you even to register or notice the subliminal messaging. This is extremely apparent in the blip adverts in the 1980s, the advert is shown so quickly on the screens that you registered without realizing and you don't know that you influenced by something because you can't remember seeing it. 

Neuroscientist Vincent H. Gaddis Explains this by comparing it to a magicians skill as it is not what he can perform tricks so quick But I can't see it, it's about misdirecting it and have the attention to something else. his theory around this is based around the distractions in a magic trick, in a graphic design the whole show would be graphic design but the destructions would be the typeface that drives the full belief in the show. He says that magic tricks and typefaces both take place right in front of your eyes but somehow they can seem invisible, Lewis describes this as procedural blindness explaining that we don't perceive what we don't attend to. this way typography can be used to manipulate an audience without the meaning the knowing.