Saturday, August 11, 2007

The Effect of Website Typeface Appropriateness on the

The selection of typeface on company perception ... "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. INTRODUCTION Type has many important functions in the decoding process. Type should set the mood of a document, reveal the document’s structure, guide readers in navigation, hint at the document’s genre, indicate information about the author’s ethos, and reveal areas of importance (Mackiewicz, 2004; Mackiewicz & Moeller, 2004; Schriver, 1997). Taking into account the diverse roles of typography, Bartram (1982) and Zachrisson (1965) specify two roles for type: a functional role (relating to legibility) and an aesthetic/semantic role, which impacts the "apparent ‘fitness’ or 'suitability’ for different functions, and which imbue it with the power to evoke in the perceiver certain emotional and cognitive response" (p. 38). Documents inherently contain both visual and verbal rhetoric. The verbal rhetoric of the document refers to the actual textual information; verbal rhetoric affects the ability of the reader to understand the content of the document. On the other hand, the visual rhetoric pertains to the visual elements of the document and affects the reader’s initial impression of the document (Brumberger, 2001; Kostelnick & Hassett, 2003; Mackiewicz, 2004). Visual elements can "activate their own semantic representations" (Childers & Jass, 2002, p. 94) meaning they can take on their own linguistic meaning separate from that of the content. According to the renowned typographer, Matthew Carter, letters on a page should "provide a seamless passage of the author’s thoughts into the reader’s mind with as much sympathy, style, and congeniality as possible" (as cited by Boser, 2003, p. 44). The visual rhetoric can also affect the tone and ethos of a document (Kostelnick and Roberts, 1998). Ethos refers to a document’s or author’s voice and credibility and is used to establish trust in the relationship with the reader. Designers are encouraged to match the typeface to the content to improve ethos (Kostelnick & Roberts, 1998)."    (Continued via SURL Usability News)    [Usability Resources]


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