THE EFFECT OF PACKAGING TYPEFACE ON PRODUCT PERCEPTION AND EVALUATION

Abstract

In this research, we investigate whether packaging typeface can effectively promote food products that are healthful. In three empirical studies, we show that first, consumers can reliably identify semantic meanings (e.g., naturalness) associated with a particular style of typeface and the connotations inferred from packaging typeface carry over to their product perception and evaluation, leading to enhanced persuasion. Second, the effect of typeface is moderated by whether or not the connotations engendered by the typeface are in line with the information signaled by the product’s intrinsic or extrinsic cue.