Dressed for the Occasion: Font-Product Congruity in the Perception of Logotype.
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| Title: | Dressed for the Occasion: Font-Product Congruity in the Perception of Logotype. |
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| Authors: | Doyle, John R., Bottomley, Paul A. |
| Source: | Journal of Consumer Psychology (Taylor & Francis Ltd). 2006, Vol. 16 Issue 2, p112-123. 12p. 1 Diagram, 4 Charts. |
| Subjects: | Lettering, Computer fonts, Advertising, Marketing, Connotation (Linguistics), Consumer attitudes |
| Abstract: | Styles of lettering (i.e., fonts) can differ in their appropriateness for describing certain types of brands and products. We use the Osgood dimensions of evaluation, potency, and activity to measure the connotative meaning of fonts and product categories. Judgments of the appropriateness of a font for a product partly depend on the consistency between the connotative meaning of the font and that of the product along dimensions of potency and activity. However, its perceived appropriateness also depends on the connotative meaning of the font per se, independent of the type of product being described. These differences are also evident when participants choose a company to call on the basis of ads similar to those found in the Yellow Pages. Finally, the effect of the meaning that people assign to a font is similar to the effect of the meaning they assign to the product's name itself. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Consumer Psychology (Taylor & Francis Ltd) is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
| FullText | Links: – Type: pdflink Text: Availability: 0 |
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| Header | DbId: pbh DbLabel: Psychology and Behavioral Sciences Collection An: 20269130 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Dressed for the Occasion: Font-Product Congruity in the Perception of Logotype. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Doyle%2C+John+R%2E%22">Doyle, John R.</searchLink><br /><searchLink fieldCode="AR" term="%22Bottomley%2C+Paul+A%2E%22">Bottomley, Paul A.</searchLink> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Psychology+%28Taylor+%26+Francis+Ltd%29%22">Journal of Consumer Psychology (Taylor & Francis Ltd)</searchLink>. 2006, Vol. 16 Issue 2, p112-123. 12p. 1 Diagram, 4 Charts. – Name: Subject Label: Subjects Group: Su Data: <searchLink fieldCode="DE" term="%22Lettering%22">Lettering</searchLink><br /><searchLink fieldCode="DE" term="%22Computer+fonts%22">Computer fonts</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Connotation+%28Linguistics%29%22">Connotation (Linguistics)</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+attitudes%22">Consumer attitudes</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Styles of lettering (i.e., fonts) can differ in their appropriateness for describing certain types of brands and products. We use the Osgood dimensions of evaluation, potency, and activity to measure the connotative meaning of fonts and product categories. Judgments of the appropriateness of a font for a product partly depend on the consistency between the connotative meaning of the font and that of the product along dimensions of potency and activity. However, its perceived appropriateness also depends on the connotative meaning of the font per se, independent of the type of product being described. These differences are also evident when participants choose a company to call on the basis of ads similar to those found in the Yellow Pages. Finally, the effect of the meaning that people assign to a font is similar to the effect of the meaning they assign to the product's name itself. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Consumer Psychology (Taylor & Francis Ltd) is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=20269130 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1207/s15327663jcp1602_2 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 12 StartPage: 112 Subjects: – SubjectFull: Lettering Type: general – SubjectFull: Computer fonts Type: general – SubjectFull: Advertising Type: general – SubjectFull: Marketing Type: general – SubjectFull: Connotation (Linguistics) Type: general – SubjectFull: Consumer attitudes Type: general Titles: – TitleFull: Dressed for the Occasion: Font-Product Congruity in the Perception of Logotype. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Doyle, John R. – PersonEntity: Name: NameFull: Bottomley, Paul A. IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 04 Text: 2006 Type: published Y: 2006 Identifiers: – Type: issn-print Value: 10577408 Numbering: – Type: volume Value: 16 – Type: issue Value: 2 Titles: – TitleFull: Journal of Consumer Psychology (Taylor & Francis Ltd) Type: main |
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