This research explores whether the type font used to represent a brand name (such as in logos or packaging) influences consumers’ perceptions of the brand’s personality. Drawing on the semantic influence of type font framework, we conducted three experimental studies involving type fonts...

While every organization uses design, within their culture, individual organizations differ widely in how they view design, invest in design, manage their design processes and apply design expertise. These differences can be considered in terms of strategic orientation and have important...