The massage in the medium: Transfer of connotative meaning from typeface to names and products

Doyle, John R. and Bottomley, Paul Andrew ORCID: https://orcid.org/0000-0001-8131-6768 2009. The massage in the medium: Transfer of connotative meaning from typeface to names and products. Applied Cognitive Psychology 23 (3) , pp. 396-409.

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Abstract

All text must be written in some particular style of lettering, known as its typeface or font. If it is once accepted that different typefaces generate their own connotations then every written word originates two meanings. Three experiments demonstrate that people who are asked to evaluate names and products are affected by transfer of meaning from the typeface in which they are presented. The meaning of the word is pulled towards the meaning of the typeface (assimilation), rather than pushed away from it (contrast).

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General)
Publisher:	Wiley Blackwell
ISSN:	0888-4080
Last Modified:	19 Oct 2022 10:03
URI:	https://orca.cardiff.ac.uk/id/eprint/23080

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