Childers and Jass (2002) study found that semantic associations linked to typefaces
used in print advertisements are transferred to the brand. Consumers considered a
brand as more luxurious when a more extravagant, formal typeface such as a high
contrast serif typeface was featured. In contrast, the use of a more practical, casual
type font like a sans serif resulted in more casual brand perceptions. To understand the perceptions
and effect of typography Henderson et al. (2004) did a study where the participants were
randomly assigned 10 fictional brands in one of four fonts, the design was black on white
in the same pint size. They were asked to evaluate the brands' personality facets such as
sincerity, excitement, competence, sophistication and ruggedness on five-point scales.
The study was done with 123 undergraduate North American students. The study was
computer-based, and they used Stonehenge, Paintbrush, Verdana and Times New Roman.
Stonehenge scored the highest across the board. That seems a bit suspicious to me to be
honest as the still head is a horrible typeface, I think you just tell us you the fact that
you can't pick one typeface that would be the best there is no best typeface.
In terms of relating the categories set of the typefaces pre results the high natural / low
harmony type fonts, only Stonehenge significantly increased excitement compared with
low natural/high harmony type fonts such as Verdana and Times New Roman. Contrary to
the preconceived notions of the study, the low natural/high harmony type fonts did not result
in higher levels of sincerity perceptions. (Grohmann, Giese and Parkman, 2012).
There is the argument of target audiences and contest as the participants also one could argue
that they did have a questionable selection of typefaces as times new roman is overused in
essays so participants might have a strained relationship with it. Verdana is a slightly exhausted
web font. It has a high x-height which makes it difficult to differentiate the glyphs when it is in
smaller point size. There is also an uneven spacing of the glyphs, so the words get additional
spaces which can confuse the reader (Wilson, 2019). So the overall idea to use Verdana for
online small text there are other options, such as Helvetica even though it is said to be boring
it is easily legible as it is such a stable typeface. the Helvetica documentary showcased many
view points on the typeface.The use of paintbrush fonts in branding is rare,
but one company that has used it to its potential is Lush. Taking their sustainable approach into
account, they have used it sparingly, and it makes their product names
recognisable as it stands out on the packaging. The brush typeface isn’t the whole brand they
let the product be in focus and showcase the good things they do this has over the years
created a personality, most people could be able to pick out a lush product in a line up as
it stands out from their competitors with their black packaging or naked packaging compared
to the plastic bottles and over the top branding of others like the Bodyshop or any supermarket
brand. Their branding goes further than the design their staff showcases an including atmosphere
to the shops and people now what to expect from them. They have a different approach to
production to other companies which as lead to strong loyalty. Their advertisements are easily
recognisable because of their typeface and image choices and tone of voice.
What happens when a brand is fighting for the same audience as another shop and cannot
stand out? Some brands have a tendency to get lost behind bigger companies, you can see that
with Coca-Cola and Pepsi but what Pepsi does well here is engaging the consumers in taste
tests during summer and gives out freebies and comparing tests on the street.
Mango and Zara have a similar relationship where they get compared, but whereas Zara is obvious in t
heir tactics of excessive style changes with new collections every 13 days and a hectic shopping
floor to get people to buy items. They are current and very much so fast in fashion. Mango did
that tactic for a little while, but it hasn’t hit of as well as it could have they are usually compared
to Zara. Their visual identities do not really stand out from each other. The idea of customisation
and tailoring to the audience seems lost on Mango. The one thing that surged their sales was when
they went public with their mission to become 100% sustainable in 2025 and 50% sustainable in
2022. They made the statement in late 2017 and they mangos to jump up in terms of sales value.
The current typographic profile is weak from mango the relation of the army font is not relevant
for the consumer as
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