文字的“偷心术”:营销中的字体效应

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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/表 8

图1百事LOGO变迁

图2希尔顿LOGO

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
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
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

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