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Emotional Response to Typogrpahy: the Role of Typographic Variations in Emotional Response to Advertising

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Emotional Response to Typogrpahy: the Role of Typographic Variations in Emotional Response to Advertising EMOTIONAL RESPONSE TO TYPOGRPAHY: THE ROLE OF TYPOGRAPHIC VARIATIONS IN EMOTIONAL RESPONSE TO ADVERTISING By KEVIN L. GUTHRIE A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE MASTER OF ADVERTISING UNIVERSITY OF FLORIDA 2009 1 © 2009 Kevin L. Guthrie 2 To my family 3 ACKNOWLEDGMENTS There are many individuals to acknowledge for their help throughout this thesis process. First, I would like to thank my thesis committee: Dr. Robyn Goodman for her support, encouragement and being a wonderful thesis chair; Dr. Jon Morris for the use of the AdSAM measure; and Dr. Michael Weigold for the statistical and methodological assistance. Next, I have to thank my amazing family (Stuart, Patricia, Brian, and Matthew) for their encouragement in completing my graduate studies. Special thanks also go to my friend Keely Hope for all of her editing assistance and all-around moral support. Additionally, I want to thank Dr. Betsy Pearman for all of her statistical assistance. Without Dr. Pearman, I would still be staring at the computer screen. Special thanks go to my former classmates and tutors at the Edinburgh College of Art for the slightly unhealthy typography and graphic design fascination. Finally, thanks to Max Miedinger, designer of Helvetica. 4 TABLE OF CONTENTS page ACKNOWLEDGMENTS0 ...............................................................................................................4 LIST OF TABLES...........................................................................................................................8 LIST OF FIGURES .........................................................................................................................9 ABSTRACT...................................................................................................................................10 CHAPTER 131 TYPOGRAPHY AND EMOTIONS ......................................................................................11 Typography1 in Branding.........................................................................................................12 Eliciting1 Emotion with Typography .......................................................................................13 Scope1 and Importance of the Research Problem ....................................................................14 Overview1 of the Remainder of the Study ...............................................................................15 241 LITERATURE REVIEW.......................................................................................................16 Introduction...................................................................................................................1 ..........16 Typography.............................................................................................................................161 History3 of Typography ....................................................................................................17 Readability,3 Legibility and Comprehension of Typography...........................................18 Typography3 and Color.....................................................................................................23 Typeface3 Personality .......................................................................................................24 Typeface3 Memorability ...................................................................................................26 Typography4 in Branding..................................................................................................27 Summary..........................................................................................................................304 Emotions1 and Advertising ......................................................................................................31 Typography1 and Emotions......................................................................................................36 Limitations1 of the Current Body of Literature........................................................................37 Theoretical1 Framework...........................................................................................................38 Perception4 Theory ...........................................................................................................39 Affect4 Theory ..................................................................................................................40 Hypothesis2 ..............................................................................................................................41 Summary.................................................................................................................................432 35 MEASURING EMOTIONAL RESPONSE TO TYPOGRAPHY.........................................45 Introduction...................................................................................................................2 ..........45 Operational2 Definitions ..........................................................................................................45 Independent4 Variables.....................................................................................................45 The5 experimental stimulus .......................................................................................46 Rationale5 for the imagery.........................................................................................48 5 Dependent4 Variables .......................................................................................................49 Pleasure5 ....................................................................................................................49 Arousal6 .....................................................................................................................50 Dominance6 ...............................................................................................................50 Additional6 dependent variables................................................................................51 Questionnaire.6 ..........................................................................................................52 Reliability4 and Validity ...................................................................................................53 Reliability.................................................................................................................536 Validity.....................................................................................................................546 Confounding6 variables .............................................................................................56 The4 Experimental Design................................................................................................57 The4 Experimental Pretest ................................................................................................57 Participants4 ......................................................................................................................58 Procedure2 ................................................................................................................................59 Summary.................................................................................................................................612 46 RESULTS...............................................................................................................................68 Descriptive2 Statistics ..............................................................................................................68 Analysis2 of Variance and Post-hoc Analysis..........................................................................70 Gender5 .............................................................................................................................71 Age5 ..................................................................................................................................71 Class5 ................................................................................................................................72 Survey5 group order..........................................................................................................72 Ethnicity5 ..........................................................................................................................73 AdSAM2 ®.................................................................................................................................73 Emotion6 Groups .......................................................................................................73 Perceptual6 Map.........................................................................................................74 Qualitative2 Results..................................................................................................................74 Themes5 within the Qualitative Results............................................................................74 Copy6 themes.............................................................................................................74 Car7 themes................................................................................................................75 Gender7 themes..........................................................................................................76 Repetition7 themes.....................................................................................................76
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