The effects of typefaces on ad effectiveness considering psychological perception and perceived communicator’s power

Abstract

As one of the visual elements in advertising, typefaces elicit psychological associations that might have an impact on ad effectiveness. The current study is aimed at understanding the interrelation between typefaces and advertising’s other executional cues, and the influence of typeface on advertising when it is employed along with visual elements such as spokesmodels in ads considering the congruence effect of perceived power and the associations with typefaces. The purpose of this study is to explore the underlying mechanism of whether typefaces elicit perceived power through psychological perceptions and then, it leads to more engagement and desirable consumers’ responses. This study also explores the congruence effect between typefaces and the perceived power of communicator (i.e., spokesmodels) in ads on attitude toward ads, engagement, and purchase intention. Two experiments were conducted to explore the interrelations between typefaces and the associated factors in the case to use typeface (Study 1) and to investigate the congruence effect of typeface along with a spokesmodel’s power in an ad on ad attitude, engagement, and purchase intention (Study 2). The results will extend our theoretical and practical understanding of typefaces in ads.

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