The Massage in the Medium: Transfer of Connotative Meaning from Typeface to Names and Products

Applied Cognitive Psychology, Vol. 23, pp. 396-409, 2009

Posted: 16 May 2010

See all articles by John R. Doyle

John R. Doyle

Cardiff University - Cardiff Business School

Paul A. Bottomley

Cardiff University - Cardiff Business School

Date Written: 2009

Abstract

All text must be written in some particular style of lettering, known as its typeface or font. If it is once accepted that different typefaces generate their own connotations then every written word originates two meanings. Three experiments demonstrate that people who are asked to evaluate names and products are affected by transfer of meaning from the typeface in which they are presented. The meaning of the word is pulled towards the meaning of the typeface (assimilation), rather than pushed away from it (contrast).

Keywords: Typeface, Font, Connotation, Names, Products, Brands, Assimilation, Osgood

Suggested Citation

Doyle, John and Bottomley, Paul A., The Massage in the Medium: Transfer of Connotative Meaning from Typeface to Names and Products (2009). Applied Cognitive Psychology, Vol. 23, pp. 396-409, 2009. Available at SSRN: https://ssrn.com/abstract=1608782

John Doyle (Contact Author)

Cardiff University - Cardiff Business School ( email )

Aberconway Building
Colum Drive
Cardiff, CF10 3EU
United Kingdom

HOME PAGE: http://www.cardiff.ac.uk/carbs/faculty/doylejr/index.html

Paul A. Bottomley

Cardiff University - Cardiff Business School ( email )

Aberconway Building
Colum Drive
Cardiff, CF10 3EU
United Kingdom

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