Understanding Role of Fonts in Linking Brand Identity to Brand Perception

Abstract

This study aimed to examine role of fonts as a vehicle in linking identity to perception of selected brands. Fonts are crucial constituent in the entire gamut of visual communication of brands. They communicate a brands’ identity through two means: explicit and implicit. Explicit aspect consists of physical dimensions such as weight, contrast, stress, x-height etc. Implicit aspect implies semiotics exuded by fonts formed at sub-conscious level and vary with change in identity a brand intends to communicate. The examination of symbiotic relationship connecting specific dimensions of font evaluated on basis of their ability to make text more readable and attractive with specific semiotics and how does such association vary with brand identity was the main focus of this study. This was achieved by conducting two experiments. Secondly, influence of explicit and implicit means of communication on linking identity with perception was examined through mediation analysis. Results showed direct effect of explicit aspect to be significantly reduced with inclusion of semiotic impact emphasizing importance of their congruency. Such inference is important in logo design, as it indicated that a brand communicating a message should use font with specific dimensions reflecting particular semiotics so as to influence customers’ perception of brand favourably.