Typography crucial role in consumer’s perception of quality

Researchers at California Polytechnic State University USA found that typography plays a crucial role in the consumer’s perception of the quality and the value of food products. The type used for the name of the product appeared to convey a sense of quality to all respondents regardless of age, income, education, or ethnicity.
Additionally, the design of the visual components of the package appeared to alert rather than persuade lower and higher educational groups that wished to make an informed choice based on price or quality. Overall, this study challenged the assumption of single best package design. An article about the research is published in the Journal of Applied Packaging Research.
Click here for an article about the research (379 kB).

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