This research shows that the obliqueness of logo typefaces influences consumers’ efficacy judgment of products offered by the company. Compared with non-oblique typeface logos, oblique typeface logos generate the perception of quicker product effect. This effect is attenuated when the typeface is heavy.
|Title of host publication||2020 Association for Consumer Research conference|
|Publication status||Published - Oct 2020|
|Event||2020 Association for Consumer Research conference - |
Duration: 1 Oct 2020 → 4 Oct 2020
|Conference||2020 Association for Consumer Research conference|
|Period||1/10/20 → 4/10/20|