Writer and typographer Sarah Hyndman, investigated the relationship between typography and cost in a survey at the V&A in London. To find out whether a font can truly make a product appear more expensive, and also whether certain typographic characteristics have been consigned to the bargain bin.
After surveying over 368 people, the results suggest that bold typefaces with rounder terminals appear cheaper, whereas lighter weights, serifs, and contrasts are rated appear more expensive, with the modern Didot selected as the diamond of all fonts. This is perhaps, unsurprising; the serif is associated with fashion and you can find it on the mastheads of magazines like Vogue and Harper’s Bazaar.
To determine what we associate with a certain typeface, the survey took place in a vacuum, with black fonts laid out against white paper, simply reading: “Buy Me”.
Creative director Roanne Adams of boutique agency RoAndCo points out brands like Celine, Proenza Schouler, and Acne, which have led the trend towards a more subdued, somewhat understated sans serif type system.
Ultimately, whatever associations we might have, consumer trends and the context of a font can dramatically shift and change them.
Typeface is something that I will need to consider within my design, super noodles already have a distinct typeface which makes the brand recognisable. I will need to consider what I can do to make it look less cheap or choose or more suitable alternative.
RESOURCE:
WEB
- https://eyeondesign.aiga.org/the-worlds-most-expensive-looking-font-might-surprise-you/
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