𝔖 Bobbio Scriptorium
✦   LIBER   ✦

The massage in the medium: Transfer of connotative meaning from typeface to names and products

✍ Scribed by John R. Doyle; Paul A. Bottomley

Publisher
John Wiley and Sons
Year
2009
Tongue
English
Weight
129 KB
Volume
23
Category
Article
ISSN
0888-4080

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✦ Synopsis

Abstract

All text must be written in some particular style of lettering, known as its typeface or font. If it is once accepted that different typefaces generate their own connotations then every written word originates two meanings. Three experiments demonstrate that people who are asked to evaluate names and products are affected by transfer of meaning from the typeface in which they are presented. The meaning of the word is pulled towards the meaning of the typeface (assimilation), rather than pushed away from it (contrast). Copyright Β© 2008 John Wiley & Sons, Ltd.

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