Abstract
In the world of design communication, the strength of expression and power of meaning of the written words are enhanced with the appropriate use of typography in relation to image, object, gesture, and language. Typefaces stimulate the psychological associations in the viewer’s mind. The characteristics of fragrances influence the customer’s attitude through the emotional associations it evokes. This research-based study examined the associations between typefaces as a part of design modality and fragrances of the perfumes in global print advertisements from magazines of the English language. A 3 (typefaces: Serif, Sans Serif, Display) x 5 (fragrances: Floral, Oriental, Woods, Aromatic, Fresh) descriptive and inferential analysis was undertaken. Respondents (N=175) were surveyed and the content of global print advertisements (N=20) was analysed. The assumption that typefaces of global print advertisements can have a positive effect on the customer’s perception of fragrances was put to test. Results reveal that the typefaces created a positive effect due to the congruence between the most associated typeface by the respondent and the typeface used to denote the perfume’s name in the global print advertisements. Furthermore, respondents find it very important for the typeface used to denote the perfume’s name to be positively associated with the fragrance of the perfume.
Presenters
Mathew Martin PoothullilMedia Officer and Adjunct Professor, Communication and Journalism, AYJNISHD(D), & University of Mumbai, India, Maharashtra, India Juhi Shah
Research Scholar, Department of Mass Media, K.C. College, Affiliated to University of Mumbai, India.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
DESIGN, TYPEFACE, FRAGRANCE, PERCEPTION, PERFUME, PRINT ADVERTISEMENT, MAGAZINE, VISUAL COMMUNICATION
