Shop signs have been the soul of a store’s image since ancient times, and fonts are the finishing touch. However, when walking on the street, you are likely to see uniform Microsoft Yahei bold. Maybe in the eyes of some planners, it doesn't matter which font they use, as long as it can be seen clearly.
But in fact, fonts also have rich personalities. Some fonts reveal a neat and capable temperament, some fonts are rough 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 most suitable for gyms, dessert shops, and clothing stores?
The fonts used in the examples are all MontserratAlternates. Just changing the thickness and roundness can bring different psychological feelings to people.
Most people would consider b–a–c to be the most appropriate choices. Because b gives people a heavy and powerful feeling, it is easy to think of the strong body shape of a fitness coach; a is round and smooth like a delicious cake, and c is tall and thin. Models for clothing brands.
The personality of a font not only makes people associate specific products in their minds, it can even change preferences in buying behavior. One of our latest studies found that the roundness of fonts increases consumers’ liking for a hedonic product.
This research was published online in the journal Psychology & Marketing on November 16 last year. The authors are Professor Wang Lei from the School of Management and Neuromanagement Laboratory of Zhejiang University, and Yu Yining, a doctoral student in the laboratory. and Leo.
The font becomes rounder and Coke becomes more lovable. In consumer behavior research, goods can be divided into two categories. One category is products that allow people to gain sensory or emotional hedonic experiences and are full of fun, such as delicious cakes. These products are called hedonic products (Hedonic Products); while the other category is products that can satisfy people's certain needs. Products that have practical functions for some daily needs or functional needs, such as filling bread, are called Utilitarian Products.
Through pre-experiments, we selected some hedonic products (figures, cola, etc.) and other practical products (suitcases, USB flash drives, etc.) with similar attractiveness, and designed a set of advertisements with round fonts and a set of advertisements for them respectively. Set of advertisements with square font.
We wanted to know if whether a font is rounded or square affects how much people like a product. We conducted experiments through the online experiment platform "Pavlovia", with a total of 122 people participating. Half of them viewed product ads with rounded fonts, while the other half viewed product ads 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).
The results found that rounded fonts can increase people's liking for products, but this effect only exists for hedonic products. Hedonic products "modified" with round fonts received an average evaluation score of 4.60, while hedonic products "modified" with square fonts only received 4.15 points. For utilitarian products, on the other hand, there was no difference in how much participants liked the ads whether they were in rounded or square fonts.
In another group of experiments involving 110 people, we gave participants the task of purchasing hedonic products. The result is that 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 rounded font not only increases the appeal of a hedonic product, but also increases people's willingness to purchase it to a certain extent.
Mental simulation is key. So, why does rounded fonts increase people's love for hedonic products? In a subsequent experiment involving a group of 204 people, participants were asked to complete a scale that assessed their "psychological relationship" with the product before assessing how much they liked 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 mentally simulate their close contact with hedonic products, such as imagining themselves. At this moment, I am opening the package and observing the product details.
The above process is generally called mental simulation (MentalSimulation). Along with a higher degree of psychological simulation, consumers have more positive emotions and higher arousal towards this product, so they prefer it further.
Rounded fonts can even make food taste sweeter. Past research has found that fonts can affect consumers' taste experience. Round fonts make people think a food tastes sweeter, while square fonts make people feel sour or bitter. Not only in terms of taste, the round fonts also make people feel relaxed, and even think that the content expressed in the fonts is approachable. Whether it tastes sweeter or the experience is more relaxing, these feelings are similar to the feelings brought to people by hedonic products; it may be the consistency of the feelings between the font and the product that allows the round font to effectively stimulate consumers' interest in the product. hedonic products
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