The Impact of Logo Typeface Obliqueness on Product Efficacy Perception

Lefa Teng; Jie Wang; Yuwei Jiang

The Impact of Logo Typeface Obliqueness on Product Efficacy Perception

Lefa Teng
, Jie Wang
, Yuwei Jiang

Department of Management and Marketing

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-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 language	English
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 https://www.acrwebsite.org/web/acr-conference/welcome.aspx

Conference

Conference	2020 Association for Consumer Research conference
Period	1/10/20 → 4/10/20
Internet address	https://www.acrwebsite.org/web/acr-conference/welcome.aspx

Cite this

@inproceedings{65bc1a6e67ae4c5d9905a277bc2f2c12,

title = "The Impact of Logo Typeface Obliqueness on Product Efficacy Perception",

abstract = "This research shows that the obliqueness of logo typefaces influences consumers{\textquoteright} 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.",

author = "Lefa Teng and Jie Wang and Yuwei Jiang",

year = "2020",

month = oct,

language = "English",

booktitle = "2020 Association for Consumer Research conference",

note = "2020 Association for Consumer Research conference ; Conference date: 01-10-2020 Through 04-10-2020",

url = "https://www.acrwebsite.org/web/acr-conference/welcome.aspx",

}

TY - GEN

T1 - The Impact of Logo Typeface Obliqueness on Product Efficacy Perception

AU - Teng, Lefa

AU - Wang, Jie

AU - Jiang, Yuwei

PY - 2020/10

Y1 - 2020/10

N2 - 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.

AB - 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.

M3 - Conference article published in proceeding or book

BT - 2020 Association for Consumer Research conference

T2 - 2020 Association for Consumer Research conference

Y2 - 1 October 2020 through 4 October 2020

ER -

The Impact of Logo Typeface Obliqueness on Product Efficacy Perception

Abstract

Conference

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