文字的“偷心术”:营销中的字体效应

文字是营销中视觉传播的重要元素, 它直接影响消费者对品牌的第一印象。文字的重要性不仅体现在文本内容上, 还体现在字形设计对消费者的影响上。字体的研究仍存在较大的空缺, 且现有文献多分散于语言学、设计学和心理学等不同学科领域。目前有较多存在矛盾的结论缺乏系统的框架支持, 本文为研究者提供了完整的字体效应研究框架。将字体进行定义及分类之后, 主要探讨了字体对消费者感知和行为的影响, 以及字体效应的三大心理机制, 即感知一致性、感知记忆性和感知人性化。在此基础上讨论了字体受到消费者特质、产品类型与外部环境的调节作用。最后, 深入分析了字体在市场营销中的理论和管理实践价值, 以及未来研究方向。

Typeface effect in marketing

The visual design of texts and wordmarks plays an important part in marketing communication.It directly affects consumers'first impression of the brand.The importance of text is not only reflected in the readability of the content,but also in consumers’perception and response.Despite the importance of typefaces,surprisingly little research is done on this topic.Existing literature is largely scattered in different fields such as linguistics,design and psychology.There exists conflicting conclusions which lack the support of integrated framework.The current review thus attempts to fill in this gap by providing a systematic framework of the typeface effect.In the first part of this paper,the literature regarding the categorization and definition of typefaces were collected.In the second part,the influence of typefaces on consumer perception and behavior,as well as the three major psychological mechanisms of the typeface effect,namely,appropriateness,perceptual memory and perception of human presence was emphasized in the paper.In addition,the problem of how typefaces are regulated by consumer characteristics,product types,and external environment were discussed by us.Last but not least,the insight into the theoretical and managerial value of typefaces in marketing,and also the potential topics for future studies were provided at the end of the paper.