Quantifying Perceived Differences in Type Styles: An Exploratory Study
Determined whether type style is a significant influence on readers' affective response to print. A repeated-measures, full-factorial design employing 250 graduate and undergraduate Ss was conducted to assess the influence of 6 type styles on 28 semantic differentials. Results reveal that readers respond differently to both serif and sans serif general print types and to specific types within these major classifications.
Tantillo, John, Janet Di Lorenzo-Aiss, and Richard E. Mathisen. "Quantifying Perceived Differences in Type Styles: An Exploratory Study." Psychology & Marketing 12.5 (1995): 447-57. Print.