The following article comes from Nutshell, the author's sexy little ankle
Science and technology are the languages we use to communicate with the world.
Store signs have been the soul of a store image since ancient times, and fonts are the finishing touch. However, walking on the street, it is very likely to see uniform Microsoft Yahei bold. Maybe in the eyes of some planners, it doesn't matter what font you use, as long as it can be seen clearly.
"Ugly and uniform"
Image Zhejiang Voice
But in fact, fonts also have rich personalities. Some fonts reveal a neat and capable temperament, some fonts are bold and bold, and some fonts are gentle and beautiful. Different fonts seem to express different content. For example, among the following three fonts, which one do you think is the most suitable for gyms, dessert shops and clothing stores?
The fonts of the examples are all MontserratAlternates. Just changing the thickness and roundness can bring different psychological feelings to people.
Image courtesy of the author
Most people would consider b–a–c to be the most appropriate option. Because b gives people a thick and powerful feeling, it is easy to remind people of the strong body of a fitness instructor; a is round and smooth like a delicious cake; while the tall and thin c is very similar Models for clothing brands.
The personality of the font is not only to make people associate specific products in their minds, but it can even change the preferences in the buying behavior. Our latest study found that the roundness of fonts increases consumers' liking for a hedonic product.
This study was published online on the journal Psychology&Marketing on November 16 last year. The authors are Professor Wang Lei, School of Management, Zhejiang University, Neuromanagement Laboratory, and Yu Yining, a doctoral student in the laboratory. and Leo.
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The font becomes rounded, and Coke is more cute
In consumer behavior research, goods can be divided into two categories. One category is products that can provide people with sensory or emotional hedonic experiences and are full of fun, such as delicious cakes, which are called Hedonic Products (HedonicProducts); while the other Classes are commodities that can meet people's daily or functional needs and have practical effects, such as bread that fills the stomach. Such commodities are called Utilitarian (Utilitarian>
Through the pre-experiment, we selected some hedonic products (figures, cola, etc.) and other practical products (luggage, U disk, etc.) Set of square font ads.
Examples of materials used in the experiments. Above is the practical product suitcase, and below is the hedonic product Coke. A set of advertisements with round fonts and square fonts were designed respectively.
图片Psychology&Marketing：TheTypefaceCurvatureEffect:TheRoleofTypefaceCurvatureinIncreasingPreferencetowardsHedonicProducts.
We wanted to know whether whether a font was round or square would affect how much people liked a product. We conducted an experiment through the online experiment platform "Pavlovia", and a total of 122 people participated. Half of them viewed product advertisements with round fonts, and the other half viewed product advertisements with square fonts. They were then asked to rate how much they liked each product on a 7-point scale (1=dislike very much, 7=like very much).
It was found that round fonts can increase people's liking for products, but this effect only exists on hedonic products. The hedonic products "decorated" with round fonts received an average evaluation score of 4.60, while the hedonic products "decorated" with square fonts only scored 4.15. On the other hand, for utilitarian products, there was no difference in the participants' liking for the adverts whether they were advertised in rounded or square fonts.
In another experiment with 110 people, we gave participants the task of buying hedonic products. As a result, 53.8% of people will give priority to products decorated with round fonts, while the remaining 46.2% will give priority to products with square fonts.
In summary, in our initial experiments, we confirmed that changing the font type from the default square font to a round font not only increases the attractiveness of a hedonic product, but also increases people's willingness to buy it to a certain extent .
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Mental simulation is the key
So, why does a rounded font increase people's liking for hedonic products? In the next experiment involving a group of 204 people, participants were required to complete a scale assessing their "psychological relationship" with the product before evaluating their liking for the product. We found that The characteristic of rounded fonts is that it can bring people closer to the "psychological relationship" with hedonic products, that is, rounded fonts are more likely to trigger consumers to simulate the close distance between themselves and hedonic products psychologically Contact, such as imagining that you are opening the package at this moment and observing the details of the product.
The above process is generally called mental simulation (MentalSimulation). Accompanied by a higher degree of psychological simulation, consumers' emotions derived from this product are more positive, and the degree of arousal is also higher, so they further prefer it.
Round fonts can even make food seem sweeter
Picture Station Cool Hero Creative
Past studies have found that fonts can affect consumers' taste experience. Rounded fonts make people feel that a food tastes sweeter, while square fonts make people feel sour or bitter. Not only in terms of taste, the rounded fonts also make people feel relaxed, and even feel that the content expressed by the fonts is approachable. Whether it is sweeter in taste or lighter in experience, these feelings are similar to the feelings brought to people by hedonic products; It may be the consistency between fonts and products that makes round fonts effectively inspire Consumers' mental simulation of hedonic products.
It’s not just the rounded fonts on advertisements, the rounded fonts on packaging bags do the same for hedonic products.
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How should fonts be used?
What is the use of this research for you? It tells us that when shopping, we should be extra careful about those purely environmental factors that have nothing to do with the quality, price, brand, etc. of the product itself. If you want to buy some delicious candies and find that its slogans and decorative characters are all in round and lovely fonts, then you should pay attention. Your hedonic preferences for these candies may be amplified by these fonts, leading to purchases of more candy than you planned. In this case, you need to balance your desire to buy.
Our research also offers ways for those who struggle with self-control. For example, People who want to lose weight can put some square text labels on delicious food, and use square fonts to offset the hedonic nature of food, thus helping you control yourself to a certain extent.
With so many pleasure drinks, which ones make you want to spend more?
Picture bug
For merchants, fonts can also be a tool to "assist" sales. Pairing some smooth and line-like text or logos with hedonic products may make consumers who want to buy them more impulsive to buy. Most importantly, adjusting the font of text content is almost a cost-free marketing strategy.
All in all, our research provides an interesting perspective, making people think about how purely environmental factors that have nothing to do with the product itself can quietly affect people's purchases.
*This article is authorized to be reprinted from the public account: Guoke (ID: Guokr42), and reprinting is prohibited. If you need authorization, please contact the original author
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