The Impact of Logo Typeface Obliqueness on Product Efficacy Perception

Lefa Teng, Jie Wang, Yuwei Jiang

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

Abstract

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.
Original languageEnglish
Title of host publication2020 Association for Consumer Research conference
Publication statusPublished - Oct 2020
Event2020 Association for Consumer Research conference -
Duration: 1 Oct 20204 Oct 2020
https://www.acrwebsite.org/web/acr-conference/welcome.aspx

Conference

Conference2020 Association for Consumer Research conference
Period1/10/204/10/20
Internet address

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