, Volume 34, Issue 4, pp 235–244 | Cite as

Communicability of the emotional connotation of type

  • Gary R. Morrison


The communicabllity of the emotional connotation of type was investigated in this study. Typographers, student instructional technologists, and naive readers rated 30 typefaces using a semantic differential scale. The results indicated that different typefaces arouse similar results in different subject groups, and that different subject groups agree on the emotional connotations of typefaces. The agreement of these results with previous studies suggests the use of typeface connotation as a variable in typeface selection.


Stimulus Material Naive Subject Semantic Differential Semantic Differential Scale Emotional Connotation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Association for Educational Communications and Technology 1986

Authors and Affiliations

  • Gary R. Morrison
    • 1
  1. 1.Memphis State University in the Department of Curriculum and InstructionMemphis

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