When Visual Product Features Speak the Same Language: Effects of Shape-Typeface Congruence on Brand Perception and Price Expectations*

Abstract

Recent studies in marketing research and consumer psychology indicate that congruence, as opposed to incongruence, of symbolic meanings connoted across or within marketing mix elements positively affects consumer response. However, controlled studies addressing congruence effects among visual product features such as shape and typeface are nonexistent. Since consumer products comprise multiple visual elements that connote symbolic meanings, and considering that a product's visual appearance is an important determinant of consumer choice, such studies are called for. Based on processing fluency accounts, the authors argue that shape-typeface congruence facilitates stimulus processing, thereby positively affecting perceptions of brand credibility, brand aesthetics, and brand value; the latter reflected in higher price expectations. Two studies were conducted to test these predictions. In study 1, two shape variants and two typeface variants of a fictitious brand of bottled water connoted either luxury or casualness. Cross-pairing the two shapes with the two typefaces resulted in four product variants, either congruent or incongruent in terms of the symbolic meanings connoted. Participants were randomly presented with one of the product variants, after which they filled out a questionnaire comprising the dependent measures. Largely in line with expectations, results revealed overall positive effects of meaning congruence on perceptions of brand credibility and price expectations. In addition to replicating the findings from study 1 using another set of stimuli, study 2 tested the prediction that meaning congruence positively affects perceptions of brand aesthetics. As in study 1, four product variants were created by cross pairing two product shapes and two typefaces, this time connoting either masculinity or femininity. In line with the findings from study 1, results revealed overall positive congruence effects. In addition, subsequent analyses showed that perceived brand aesthetics partially mediates congruence effects on price expectations, indicating that consumers expect to pay more for congruent variants because they are considered more attractive. The findings presented testify to the importance of careful consideration of visual product features and the symbolic meanings they connote, and stress the importance of perceived brand aesthetics. In discussing these findings, it is proposed that congruence effects and the mediating processes involved may vary across product categories and depend on consumer personality. In addition, the findings presented are discussed in relation to research indicating that moderate degrees of incongruence may be useful for attracting consumer attention and stimulating information processing. Managerial implications and avenues for future research are discussed.

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