Rhetoric of Typography: Appropriateness

Brumberger, Eva. “The Rhetoric of Typography: The Awareness and Impact of Typeface Appropriateness.” Technical Communication 50.2 (May 2003): 224-31. Web. 1 February 2014.

steampunk_archive_icon_by_yereverluvinuncleber-d5jsav0evidence for the notion that typeface personas have impact (224)
typeface suitability studied (224)
typefaces vary in appropriateness based on text (225), study done by Haskins
typeface appropriateness based on sharing features with text (225), study done by Walker, Smith, and Livingston

UG students in intro psych course
gender potentially important variable
ethnicity, first language, internet usage, age, major collected
36 participants (18 male, 18 female) (226)
students had very clear preferences for appropriateness of typeface (226)
none of the demographic information that was usable (large enough sample) made a difference (227)
EXCEPT gender (229)

For the professional text males preferred the friendly font (Bouhaus) while women preferred the elegant font (CounselorScript).

People had strong views of appropriateness of typeface to text (230).
Typeface persona did not need to correlate with text persona (230).

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