What Fonts With Flair Really Say About You
Today’s consumers can be highly opinionated–the impressions we make are lasting. Email marketers: It starts with the font.
A recent study from the Department of Psychology at Wichita State University explores the effect of typeface on the perception of email. After reading email content in different fonts, participants reported their perceptions on the author’s level of knowledge, believability, maturity, professionalism, and trustworthiness.
An adjective pair list on a Likert scale was used to rate typefaces:
Fonts, such as Gigi, that were regarded as having low appropriateness, made recipients believe the author was younger in age, less trustworthy and less mature.
Please, email marketers. Don’t write like this:
Typefaces shouldn’t conflict with email marketers’ intentions. Choose a font that matches speaks subtly to your target audience and reflects the content of your message.
Posted by MindComet on Feb. 02, 2007