I recently read this article on how type affects a company’s image. Most of us have a good feel for what is appropriate for a serious company such as an accountant or lawyer, versus what a restaurant or daycare center might use for a logo or font on a website. However, The Software Usability Research Lab really breaks it down scientifically. Good read.
From the article summary:
This study investigated the effect of website typeface appropriateness on the perception of the site’s company. Results indicate that typefaces that are high in appropriateness should be used for websites. Neutral and low appropriate typefaces significantly decreased the perception of the company as judged by professionalism, believability, trust, and intent to act on the site.
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