Abstract
During the brand building process, the branding designers seek typographies which best align with the brand platform and its components, especially with the attributes, values and personality of the brand. We do so based on three premises: (a) our audience is capable of differentiating some typographies from others, (b) they are also able to interpret what the typography connotes and finally, (c) they are subsequently able to properly remember and associate them with the brand. The objective of this paper is to verify if these three premises—converted into hypotheses—are true, in order to equip the brand building process with better arguments and in the end, an enhanced scientific basis. To achieve this, it is necessary to create an experiment and survey a specific audience (Spanish university students with any degree—except Advertising and Design—from the Alicante area) in order to reach initial conclusions; if the results are interesting and validate the three hypotheses, then it will possible to expand the sample and apply for public funding to continue the project. For this pilot study, we relied on help from volunteer students with an Advertising degree as surveyors.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Bartram, D.: Perception of semantic quality in type: difference between designers and nondesigners. Inf. Des. J. 3(1), 38–50 (1982)
Bringhurst, R.: The Elements of Typographic Style. Hartley & Marks Publishers, Vancouver (1996)
Van Leeuwen, T.: Typographic meaning. Vis. Commun. 4, 137–143 (2005)
Schimitt, B., Simonson, A.: Marketing y estética. La gestión estratégica de la marca, la identidad y la imagen. Deusto, Bilbao (1998)
Burt, C.L.: A Psychological Study of Typography. Cambridge University Press, Cambridge (1959)
Brumberger, E.: The rhetoric of typography: the persona of typeface and text. Tech. Commun. 50, 206–222 (2003)
Childers, T.L., JASS, J.: All dressed up with something to say: effects of typeface semantic associations on brand perceptions and consumer memory. J. Consum. Psychol. 12, 93–106 (2002)
Doyle, J.R., Bottomley, P.A.: Font appropriateness and brand choice. J. Bus. Res. 57(8), 873–880 (2004)
Van Leeuwen, T.: Towards a semiotics of typography. Inf. Des. J. 14(2), 139–155 (2006)
Bellantoni, J., Woolman, M.: Type in Motion—Innovations in Digital Graphics. Thames and Hudson, London (2000)
Ricote Jaime, M.: Conocimiento sobre tipografía en estudiantes de publicidad y relaciones públicas de alicante. Trabajo final de grado, Universidad de Alicante, julio de 2015
Crawford, M., Chaffin, R.: The reader’s construction of meaning: cognitive research on gender and comprehension. In: Flynn, E.A., Schweickart, P.P. (eds.) Gender and Reading: Essays on Readers, Texts, and Contexts. Johns Hopkins University Press, Baltimore, pp. 3–30 (1986)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Springer International Publishing Switzerland
About this paper
Cite this paper
Rodriguez-Valero, D., Olivares, F., Pinillos-Laffon, A. (2016). Typographic Literacy: Are Users Able to Perceive What We Design?. In: Rebelo, F., Soares, M. (eds) Advances in Ergonomics in Design. Advances in Intelligent Systems and Computing, vol 485. Springer, Cham. https://doi.org/10.1007/978-3-319-41983-1_49
Download citation
DOI: https://doi.org/10.1007/978-3-319-41983-1_49
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-41982-4
Online ISBN: 978-3-319-41983-1
eBook Packages: EngineeringEngineering (R0)