Consistent Fonts a Plus (10-07-20)

Huang and Liu, via a study published in the International Journal of Contemporary Hospitality Management,investigated how the alignment of fonts used with messages presented influences the success of charity appeals.  The researchers “asked prospective donors to consider whether and how much to give to a local food bank to help fight hunger during the coronavirus pandemic . . . donors were more likely to give when heartfelt messages were written in typefaces that looked like handwriting, and when messages that talked about the power of an organization were written in typeface that looked more business-like. . . . When the message was a warm one, with a tone that played up the emotions of what the fundraising organization could do, donors were more likely to give when the message was written in font that looked like handwriting. . . . When the message was focused on the competency of the organization, on its efficiency and on its power, donors were more likely to give when the message was written in a font that was clearly generated by a computer.”

Laura Arenschield. 2020.  “Donors More Likely to Give to COVID Causes When Font Matches Message.” Press release, The Ohio State University, https://news.osu.edu/donors-more-likely-to-give-to-covid-causes-when-fon...