Cultivating brand potential

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Typeface influence

Posted by: Jo Briton

Categories: Typography,

Wed, 17 Jun 2015

I’m always fascinated in how psychology and marketing overlap, it is why I’m interested in colour of logos. So this experiment, run by critically acclaimed filmmaker and author Errol Morris in 2013 was worth sharing. Morris got readers of The New York Times to take an online test. The test aimed to find out if the typeface a statement is written in would have any impact on a reader’s willingness to agree with that statement. Simply put, are some typefaces more believable than others?

The results show that 250-year-old serif, Baskerville, was statistically more likely to influence the minds of readers when compared to Computer Modern, Georgia, Helvetica, Comic Sans and Trebuchet. The results of his experiment is published in a monograph called ‘Hear, All Ye People; Hearken, O Earth!’ printed by design firm Pentagram.

Pentagram partner and long-time Morris collaborator Michael Bierut put together the typographically exquisite monograph, with the help of designer Jessica Svendsen.

You can find out more about the experiment and read an interview with Errol Morris here.


Source: Design Taxi




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