When looking at the lettering design on a poster, book cover, or product label, it is clear that typography plays a role beyond just an informational function. Shapes, whether curved and smooth or angular and rigid, generate impressions and feelings even before the content is read.
This visual element, present in all written messages, subtly influences the perception and emotions that the text awakens at first sight.
the Letter shape The typography chosen in a written message can significantly influence readers’ feelings and appreciation, according to research compiled by Andrea Piovesan in Conversation. Beyond content, the visual appearance of words influences the interpretation of the tone and image projected by its sender.
Various studies have proven that typography can change the emotional perception of a message. In a 2018 study, participants interpreted ambiguous messages positively when they were presented in a cheerful font, and negatively when the text used rigid typography.
In another study conducted in 2014, email itself conveyed formality and professionalism using times New Roman, But it turns out More educated and attractive When Christine ITC was selected. As Piovesan details in ConversationPrint has played a role similar to that of voice in oral communication, ever since Sets the tone of writing.
The relationship between letter formation and meaning has been the subject of scientific analysis. A 1989 experiment showed that people recognized the word “slow” faster when it appeared in Cooper Black, which is considered a heavy font, than in Palatino Italic, which is perceived as light. In 2021, another study showed that when looking at a logo in a certain font, people identified words with similar design themes, suggesting that The brain processes more efficiently when the form and message match.
The explanation for this process includes physical and evolutionary factors. According to Beauvaisan, thick, straight lines are associated with durability, while curves are interpreted as… Soft and accessible. Research summarized in 2016 suggests that the human visual system evolved to prioritize sharp, angular shapes as danger signals, leading to… Perceptions of cruelty or alarm Compared to angular lines, the warmth associated with curved letters.
the Typographic character It is also shaped thanks to its history and use. The Times New Roman, designed in the 1930s for the British newspaper The Times, is professional and formal. Inappropriate font can provoke unexpected reactions: in 2012, CERN’s use of Comic Sans to announce the discovery of the Higgs boson was criticized for its association with informality, contrary to the importance of the announcement.
This knowledge has application in design, communications and marketing. Piovesan popped in Conversation That when the product content is not visible, Packaging and printing influence the purchasing decision. Majestic letters can suggest strength in metalware, while delicate, ornate shapes suggest elegance in perfumes.
A 2006 study determined that serif fonts, such as Times New Roman and Cambria, are valuable for business documents; Single-spaced ones, such as Courier New, are often associated with technical subjects and computer programming. Even Baskerville’s choice for this article responds to the goal of conveying professionalism and spirituality Trust.
Lines also affect the artistic experience. Record covers with rounded lettering generate fun feelings, while hippie designs use curved, festive lines that evoke emotion Joy and peace.
For its part, angular lyrics prevail in punk music, suggesting anger and aggression. In his 2023 review, Piovesan summed it up Intense lines They tend to be associated with sadness, thick lines with strength, and irregular, high-contrast strokes – typical of handwritten fonts – with weakness.
Every time you look at a book, website or brand, the choice of typography is made conservatively but decisively. The chosen font not only conveys information; Organizes the reader’s experience With an impact that is as subtle as it is profound.