Typeface Curves (08-23-21)

Wang, Yu, and Li evaluated typeface - product preference links.  Their work  “identifies the effect of an important design characteristic of typefaces—curvature on consumers’ preferences toward hedonic [pleasure-related] products. . . .  when consumers are exposed to hedonic products whose advertisements or packaging use round typefaces (high curvature), they show greater preferences toward them.”

Lei Wang, Yining Yu, and Ou Li.  2020. “The Typeface Curvature Effect: The Role of Typeface Curvature in Increasing Preference Toward Hedonic Products.”  Psychology and Marketing, vol. 37, no. 8, pp. 1118-1137, https://doi.org/10.1002/mar.21287