Perception of typefaces:!A quantitative visual methodology                                                Beth E. Koch, Ph...
Brain
“Ultimately the key to understanding ! all visual communication lies in the ! neurological workings of the brain”         ...
Not much is empirically known !about how people comprehend !    visual systems such as !graphic design and typography.
People seem to intuitively decipher !    the meaning of typefaces                       (Van Leeuwen, 2005)               ...
Designing Emotions!                       !Pieter Desmet, Industrial Design Professor !                                   ...
”I wonder if we need to temporarily !put aside our talk of brand, strategy !    and execution, and consider !  our power t...
People respond emotionally …           to art (Wittgenstein, 2005),         to design (Norman, 2004), and           to pro...
Q1: Does viewing specific typefaces produce!    emotional responses?Q2: When viewing typestyle designs, do all people !   f...
CMO
STUDIES ABOUT THE !MEANING OF TYPEFACES
What are we studying? Congeniality (adjectives)Personality characteristics  Emotional connotation  Connotative messages   ...
Product emotion research !        Desmet (2002)                         ✔	                           ✔	                   ...
No common presentation format:       Introduction to the Declaration of Independence!                   — Poffenberger &Fr...
Participants
Analysis!   Paired t-Tests α = .05      and!   Findings   People respond to type designs !            with emotion.       ...
1.  People responded to type designs !    with emotion rather than indifference.2.  People agreed about the emotions !    ...
1.  People responded to type designs !    with emotion rather than indifference.2.  People agreed about the emotions !    ...
1.  People responded to type designs !    with emotion rather than indifference.2.  People agreed about the emotions !    ...
IMPORTANCE OF THE METHOD                        Avoids problems of self-report! Allows report of multiple feelings and!   ...
IMPLICATIONS For individualsFor practitioners  For society
It is increasingly important for all people !to have some degree of design understanding, !          not only to decipher ...
IMPLICATIONS          For design researchers
CONCLUSION
Perception of Typefaces @typecon 2012
Perception of Typefaces @typecon 2012
Perception of Typefaces @typecon 2012
Perception of Typefaces @typecon 2012
Perception of Typefaces @typecon 2012
Perception of Typefaces @typecon 2012
Perception of Typefaces @typecon 2012
Perception of Typefaces @typecon 2012
Upcoming SlideShare
Loading in …5
×

Perception of Typefaces @typecon 2012

633 views
524 views

Published on

Slides from Beth E. Koch's presentation, "Perception of Typefaces: A Quantitative Visual Methodology" at SOTA's TypeCon, Milwaukee, Wisconsin, USA, August 5, 2012

Published in: Design, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
633
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Perception of Typefaces @typecon 2012

  1. 1. Perception of typefaces:!A quantitative visual methodology Beth E. Koch, Ph.D.! Assistant Professor of Design! University of Minnesota Duluth
  2. 2. Brain
  3. 3. “Ultimately the key to understanding ! all visual communication lies in the ! neurological workings of the brain” (Barry, 2005).
  4. 4. Not much is empirically known !about how people comprehend ! visual systems such as !graphic design and typography.
  5. 5. People seem to intuitively decipher ! the meaning of typefaces (Van Leeuwen, 2005)
  6. 6. Designing Emotions! !Pieter Desmet, Industrial Design Professor ! Delft University of Technology
  7. 7. ”I wonder if we need to temporarily !put aside our talk of brand, strategy ! and execution, and consider ! our power to influence emotion.” ! Eric Karjaluoto smashLAB !
  8. 8. People respond emotionally … to art (Wittgenstein, 2005), to design (Norman, 2004), and to products (Desmet, 2002). ! To begin to understand how people respondemotionally to individual design features, this !study investigated how people interpreteddifferent typestyles (alphabet designs).
  9. 9. Q1: Does viewing specific typefaces produce! emotional responses?Q2: When viewing typestyle designs, do all people ! feel the same emotions?Q3: Are certain emotions predominantly associated! with the formative design features of typefaces—! differences in classification (serif or sans serif), ! terminal construction (angular or rounded), ! character width (condensed or extended), and ! weight (light or bold)?
  10. 10. CMO
  11. 11. STUDIES ABOUT THE !MEANING OF TYPEFACES
  12. 12. What are we studying? Congeniality (adjectives)Personality characteristics Emotional connotation Connotative messages Emotional meaning Dress Descriptions
  13. 13. Product emotion research ! Desmet (2002) ✔   ✔   ✔  ✔   ✔  
  14. 14. No common presentation format: Introduction to the Declaration of Independence! — Poffenberger &Franken (1923) “Now is the time for all good men… ” — Davis & Smith (1933)Artificial languages “ere sasesuth wid oteren bo” — Weaver (1949) Format to approximate English — Wendt (1968) Alphabets (ABC… abc… ?+!@...) — Kastl &Child (1968), ! Tannenbaum et al. (1964), Benton (1979) “Lorem ipsum” greek —Morrison (1986) Typeface sampler — Koch (2011)
  15. 15. Participants
  16. 16. Analysis! Paired t-Tests α = .05 and! Findings People respond to type designs ! with emotion. ! Certain emotions are associated ! with the formative design features ! of typefaces. !
  17. 17. 1.  People responded to type designs ! with emotion rather than indifference.2.  People agreed about the emotions ! associated with specific typefaces.3.  Certain emotions were associated with! the formative features of typefaces.4.  Of the six positively-valenced emotions, ! no significance was found for pride or hope.5.  Of the six negatively-valenced emotions,! no significance was found for shame.
  18. 18. 1.  People responded to type designs ! with emotion rather than indifference.2.  People agreed about the emotions ! associated with specific typefaces.3.  Certain emotions were associated with! the formative features of typefaces.4.  Of the six positively-valenced emotions, ! no significance was found for pride or hope.5.  Of the six negatively-valenced emotions,! no significance was found for shame.
  19. 19. 1.  People responded to type designs ! with emotion rather than indifference.2.  People agreed about the emotions ! associated with specific typefaces.3.  Certain emotions were associated with! the formative features of typefaces.4.  Of the six positively-valenced emotions, ! no significance was found for pride or hope.5.  Of the six negatively-valenced emotions,! no significance was found for shame.
  20. 20. IMPORTANCE OF THE METHOD Avoids problems of self-report! Allows report of multiple feelings and! co-occuring feelings! Avoids problems with cognition of ! language and reading!Forms keystone with emotion research
  21. 21. IMPLICATIONS For individualsFor practitioners For society
  22. 22. It is increasingly important for all people !to have some degree of design understanding, ! not only to decipher messages, ! but to reciprocate with ! visually appropriate responses.
  23. 23. IMPLICATIONS For design researchers
  24. 24. CONCLUSION

×