Emotional Impact of Typeface Design on Communication Design

Abstract

This study examines the emotional impact of typefaces on communication design, with a focus on digital interfaces and advertisements. It aims to understand how lettering styles affect emotional responses and consumer experiences. The research aims to analyse users' emotional reactions to different typefaces and formulate guidelines for typeface selection that elicit specific emotional responses. A theoretical model encompassing typography, emotional design, and user experience is presented, focusing on font psychology and emotional responses associated with specific typography characteristics. Despite ongoing debate, empirical evidence linking typeface design to user emotions is scarce. The research uses a mixed-methods approach, including surveys, semi-structured interviews, and eye-tracking studies. Surveys utilise PANAS scales to assess emotional responses, while interviews offer qualitative feedback on initial perceptions. Eye-tracking technology enhances understanding of visual processing and reading speed. The study concludes with key findings and implications for designers and researchers, as well as potential limitations and recommendations for future research, particularly regarding the influence of culture on typeface perception.

Keywords: Typeface Design, Emotional Responses, Typography Psychology, User Engagement, Communication Design

DOI: 10.54941/ahfe1006330