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Impression Management using Typeface Design

Pamela W. Henderson phenders@tricity.wsu.edu, Joan L. Giese giesej@wsu.edu, and Joseph A. Cote cote@vancouver.wsu.eduView all authors and affiliations

Volume 68, Issue 4

https://doi.org/10.1509/jmkg.68.4.60.42736

Abstract

This article develops empirically based guidelines to help managers select typefaces that affect strategically valued impressions. The authors discuss the potential trade-offs among the impressions created by typeface (e.g., pleasing, engaging, reassuring, prominent). The selection of typeface can be simplified with the use of six underlying design dimensions: elaborate, harmony, natural, flourish, weight, and compressed.

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