Variable Fonts From Pioneer Perspectives

Background

In the age of globalization, cultures affect brands linguistic elements, consumer behavior, and users’ responses to brands’ attitudes (Schmitt et al., 1994; Zhang & Schmitt, 2001). Brand and corporate-identity elements, such as brand names, trademarks, brand personalities, logotypes, fonts, colors, and shapes, contribute to distinct consumer perception of a brand and better business performance (Grinsven & Das, 2014; Henderson et al., 2004a; Hutton, 1997; Kristensen & Grønhaug, 2007; Puškarević et al., 2014; Zaichkowsky, 2010). Brand personality (Azoulay & Kapferer, 2003) and brand names can generate favorable impressions of the product and influence consumers’ behaviors (Argo et al., 2010). In marketing strategies, the most persuasive design element for accomplishing communication goals are fonts (Henderson et al., 2004b). Fonts are involved in brand perception (Childers & Jass, 2002) as “typography deals with the form, spacing and layout of words and sentences in the text written or displayed communication messages” (Mccarthy & Mothersbaugh, 2002, p. 664).