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文字的“偷心术”:营销中的字体效应

本站小编 Free考研考试/2022-01-01

谢志鹏, 肖婷婷, 秦环宇()
华中师范大学经济与工商管理学院, 武汉 430079
收稿日期:2020-06-22出版日期:2021-02-15发布日期:2020-12-29
通讯作者:秦环宇E-mail:qinhuanyu@foxmail.com

基金资助:国家自然科学基金青年项目(71702189)

Typeface effect in marketing

XIE Zhipeng, XIAO Tingting, QIN Huanyu()
School of Economics and Business Administration, Central China Normal University, Wuhan 430079, China
Received:2020-06-22Online:2021-02-15Published:2020-12-29
Contact:QIN Huanyu E-mail:qinhuanyu@foxmail.com






摘要/Abstract


摘要: 文字是营销中视觉传播的重要元素, 它直接影响消费者对品牌的第一印象。文字的重要性不仅体现在文本内容上, 还体现在字形设计对消费者的影响上。字体的研究仍存在较大的空缺, 且现有文献多分散于语言学、设计学和心理学等不同学科领域。目前有较多存在矛盾的结论缺乏系统的框架支持, 本文为研究者提供了完整的字体效应研究框架。将字体进行定义及分类之后, 主要探讨了字体对消费者感知和行为的影响, 以及字体效应的三大心理机制, 即感知一致性、感知记忆性和感知人性化。在此基础上讨论了字体受到消费者特质、产品类型与外部环境的调节作用。最后, 深入分析了字体在市场营销中的理论和管理实践价值, 以及未来研究方向。



图1百事LOGO变迁
图1百事LOGO变迁



图2希尔顿LOGO
图2希尔顿LOGO



图3服装品牌GAP
图3服装品牌GAP



图4快时尚品牌ZARA
图4快时尚品牌ZARA


表1字体分类和示例
字体分类依据 字体类别 具体内容 文献 示例
字体基本特征 大小 磅值、X字高 Undorf & Zimdahl (2018)
粗细 墨水区/空白区比值 Chiders & Jass (2002)
宽高比 笔画粗细/字体高度 Liu et al. (2016)
圆润度 线条的曲率 Mackiewicz (2005)
完整性 残缺程度、衬线 Kaspar et al. (2015)
字体布局特征 间距 字母间的空间、留白 Bigelow (2019)
倾斜度 倾斜、端正 Dyson & Beier (2016)
相对位置 横向、纵向 Dyson & Stott (2012)
字体风格特征 手写体/印刷体 手写体、印刷体 Liu et al. (2019)
流畅性 英文、汉字 张鹏博和王晓钧 (2013)
工整程度 艺术化处理 Pelli et al. (2006)

表1字体分类和示例
字体分类依据 字体类别 具体内容 文献 示例
字体基本特征 大小 磅值、X字高 Undorf & Zimdahl (2018)
粗细 墨水区/空白区比值 Chiders & Jass (2002)
宽高比 笔画粗细/字体高度 Liu et al. (2016)
圆润度 线条的曲率 Mackiewicz (2005)
完整性 残缺程度、衬线 Kaspar et al. (2015)
字体布局特征 间距 字母间的空间、留白 Bigelow (2019)
倾斜度 倾斜、端正 Dyson & Beier (2016)
相对位置 横向、纵向 Dyson & Stott (2012)
字体风格特征 手写体/印刷体 手写体、印刷体 Liu et al. (2019)
流畅性 英文、汉字 张鹏博和王晓钧 (2013)
工整程度 艺术化处理 Pelli et al. (2006)



图5国际法律评级机构LEGALBAND
图5国际法律评级机构LEGALBAND



图6科技公司巨头IBM的残缺字体标识
图6科技公司巨头IBM的残缺字体标识



图7字体效应研究框架
图7字体效应研究框架







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