Cross-Language Comparison of the Persuasive Effects of Typeface Shapes: A Conceptual Framework

Abstract

Words constitute a crucial aspect of visual presentation in marketing communication and convey meanings not only through their semantic properties but also through the manner in which they are presented (e.g., typeface and layout). Numerous studies have examined typeface, but few studies have examined Chinese typefaces, particularly the differences between traditional Chinese and simplified Chinese typefaces. In addition, most previous studies have focused on the semantic meaning or affective responses of typefaces; rarely has academic attention been directed toward exploring the persuasive effects of typefaces. The purpose of this research is to propose a conceptual framework showing the influence of typeface shape (circular vs. angular) on the persuasive effects of various types of information (group oriented vs. individual oriented) and to compare the influences of English, traditional Chinese, and simplified Chinese typefaces. We assert that circular (angular) typefaces are more likely to elicit a need to belong (a need to be unique), which in turn positively affects the persuasiveness of group-oriented (individual-oriented) information. In addition, consumers’ self-construal (independent/interdependent) and language (traditional Chinese, simplified Chinese, and English) play moderating roles in these relationships. We propose that consumers who engage in interdependent self-construal perceive that group-oriented information presented in circular typefaces is more persuasive than do consumers who engage in independent self-construal, whereas consumers who engage in independent self-construal perceive individual-oriented information presented in angular typefaces as more persuasive than consumers who engage in interdependent self-construal do. Furthermore, congruency between typeface shape and information orientation increases processing fluency, thus increasing persuasiveness. We expect that the effects of congruency between typeface shape and information orientation on persuasiveness will be the strongest in traditional Chinese, followed by simplified Chinese, and be the weakest in English.