The perception of qualities in typefaces: a data review

Authors

  • Andrea Piovesan Department of Psychology, Edge Hill University, St Helens Road, Ormskirk, UK, L39 4QP https://orcid.org/0000-0002-0260-6255
  • Michele Sinico Dipartimento di Culture del Progetto, Iuav University of Venice, Santa Croce, 191, 30135, Venice VE, Italy
  • Luciano Perondi Dipartimento di Culture del Progetto, Iuav University of Venice, Santa Croce, 191, 30135, Venice VE, Italy

Abstract

The selection of an appropriate typeface is fundamental in numerous contexts. A typeface that communicates the correct qualities increases the probability of buying a product, perceiving a brand as trustworthy, and communicating a message effectively. How to select the most appropriate typeface, however, is often difficult. Ideally, designers would like to know which qualities each typeface communicates, and which typeface best communicates certain qualities, but this information, if it exists, is scattered across several research articles. Consequently, professionals often select the typeface to use in their work based on their believes, preferences and personal experience. The current review aims to provide professionals with a scientific support for the choice of the appropriate typeface by collecting this scattered information in a single place. We described the findings of 34 studies that asked participants to rate the perception of 229 qualities in 635 typefaces, and we created a unified dataset where data is easily comparable across multiple studies. We believe this work will make designers’ messages more effective

Author Biographies

  • Andrea Piovesan, Department of Psychology, Edge Hill University, St Helens Road, Ormskirk, UK, L39 4QP

    ANDREA PIOVESAN is a post-doctoral researcher currently in the Department of Psychology at Edge Hill University, Ormskirk, UK. His research investigates human perception including visual, pain and time perception. His papers have been published in journals such as Perception (2018), Emotion (2019) and Psychophysiology (2021). Address: Department of Psychology, Edge Hill University, St Helens Road, Ormskirk, UK, L39 4QP [email: andrea.piovesan.90@gmail.com]

  • Michele Sinico, Dipartimento di Culture del Progetto, Iuav University of Venice, Santa Croce, 191, 30135, Venice VE, Italy

    MICHELE SINICO is professor of Human Factors at the Master’s degree in Product and Visual Communication Design in the Department of Architecture and Arts at the IUAV University of Venice, Italy. He received his Ph.D. from the University of Padua. He taught Psychology of Communication at the University of Bologna and General Psychology at the University Ca’ Foscari of Venice. He conducts research in design, ergonomics, psychology of perception, product experience, and expressive design. He is member of the Advisory Board of the international journal Gestalt Theory. Address: Dipartimento di Culture del Progetto, Iuav University of Venice, Santa Croce, 191, 30135, Venice VE, Italy [email: sinico@iuav.it]

  • Luciano Perondi, Dipartimento di Culture del Progetto, Iuav University of Venice, Santa Croce, 191, 30135, Venice VE, Italy

    Luciano Perondi is associate professor at the IUAV University of Venice, Italy. His research investigates writing and reading process, the history of writing and its nonlinear use (sinsemia). Luciano Perondi has been involved professionally in typeface and information design since 1998. Since 2013 to 2016 he has been the director of Isia of Urbino. Address: Fondamenta de le Terese, 2206, 30123, Venice VE, Italy [email: lperondi@iuav.it]

Published

2023-12-14

Issue

Vol. 57 No. 2 (2023): August 2023

Section

Journal Article