At the latest issue of usability news A. Dawn Shaikh, Barbara S. Chaparro, and Doug Fox published a paper about the perception of fonts:
“This study sought to determine if certain personalities and uses are associated with various fonts. Using an online survey, participants rated the personality of 20 fonts using 15 adjective pairs. In addition, participants viewed the same 20 fonts and selected which uses were most appropriate. Results suggested that personality traits are indeed attributed to fonts based on their design family (Serif, Sans-Serif, Modern, Monospace, Script/Funny) and are associated with appropriate uses. Implications of these results to the design of online materials and websites are discussed.
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The results from the online survey resemble previous research based on print samples. Users consistently attributed personalities to fonts displayed onscreen. The 20 fonts chosen for this survey resulted in five factors based on prevalent personality traits. The factors each contained fonts that were related by typographic features. The factors provide designers with some guidance in terms of which type of font is best suited to differing personality expressions. Such knowledge can be used to set the tone of online documents.
The factors found using the personality data were used to analyze the uses from Part B of the survey. Uses were summarized across the factors in order to provide designers with overall guidelines concerning the use of fonts. Sans Serif and Serif fonts were most likely to be appropriate for items that are typically read onscreen. Artistic elements and children’s documents were seen as appropriate uses for the Script/Funny fonts. Modern Display and Monospaced fonts were not particularly high on any use. The choices of fonts for uses can be seen as related to the personality of the fonts. The Script/Funny fonts scored high on Youthful, Casual, Attractive, and Elegant traits which are all related to Children’s Documents and artistic elements. The Serif and Sans Serif fonts were seen as more stable, practical, mature, and formal; the uses they are appropriate for fit these characteristics. ”
Internetverweis
Perception of Fonts: Perceived Personality Traits and Uses
