The Effect of Serif and San Serif Typeface of Luxury Fashion Logotype on Chinese Consumers’ Brand Perception
An appropriate and well-designed logotype is essential to create brand awareness and positive brand perception. The effect of different typeface has not been well researched in the luxury fashion sector. Extending previous finding regarding typeface application, the two studies tested the effect of...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2022
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/30697/1/7th%20ICSC%202022%20321-331.pdf |
| _version_ | 1803629966331478016 |
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| author | Zheng, Wang Kanyan, Louis Ringah Shanat, Musdi |
| author_facet | Zheng, Wang Kanyan, Louis Ringah Shanat, Musdi |
| author_sort | Zheng, Wang |
| collection | UUM |
| description | An appropriate and well-designed logotype is essential to create brand awareness and positive brand perception. The effect of different typeface has not been well researched in the luxury fashion sector. Extending previous finding regarding typeface application, the two studies tested the effect of Serif and
San Serif typeface: the three experiments tested the influence of Sans and Serif on brand perception. The study 1 (N = 102) tested the visual complexity in serif and san serif typeface; the study 2 (N = 134) further investigated the visual simplicity and perceived luxury. The study 3 (N = 92) studied on the brand gender from those two typefaces. The result from those three studies suggested that the serifty peface is structurally more comp…lex than san serif, however, it does not impact on the perceived luxury too much. The san serif typeface is perceived with more masculine than serif, and the gender perception difference is grater among male consumer than female consumers. |
| first_indexed | 2024-07-04T06:46:15Z |
| format | Conference or Workshop Item |
| id | uum-30697 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:46:15Z |
| publishDate | 2022 |
| record_format | dspace |
| spelling | uum-306972024-04-02T12:46:36Z https://repo.uum.edu.my/id/eprint/30697/ The Effect of Serif and San Serif Typeface of Luxury Fashion Logotype on Chinese Consumers’ Brand Perception Zheng, Wang Kanyan, Louis Ringah Shanat, Musdi HF Commerce An appropriate and well-designed logotype is essential to create brand awareness and positive brand perception. The effect of different typeface has not been well researched in the luxury fashion sector. Extending previous finding regarding typeface application, the two studies tested the effect of Serif and San Serif typeface: the three experiments tested the influence of Sans and Serif on brand perception. The study 1 (N = 102) tested the visual complexity in serif and san serif typeface; the study 2 (N = 134) further investigated the visual simplicity and perceived luxury. The study 3 (N = 92) studied on the brand gender from those two typefaces. The result from those three studies suggested that the serifty peface is structurally more comp…lex than san serif, however, it does not impact on the perceived luxury too much. The san serif typeface is perceived with more masculine than serif, and the gender perception difference is grater among male consumer than female consumers. 2022 Conference or Workshop Item PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/30697/1/7th%20ICSC%202022%20321-331.pdf Zheng, Wang and Kanyan, Louis Ringah and Shanat, Musdi (2022) The Effect of Serif and San Serif Typeface of Luxury Fashion Logotype on Chinese Consumers’ Brand Perception. In: 7th International Case Study Conference, 13 - 15 September 2022, Raia Hotel & Convention Centre, Terengganu, Malaysia. |
| spellingShingle | HF Commerce Zheng, Wang Kanyan, Louis Ringah Shanat, Musdi The Effect of Serif and San Serif Typeface of Luxury Fashion Logotype on Chinese Consumers’ Brand Perception |
| title | The Effect of Serif and San Serif Typeface of Luxury Fashion Logotype on Chinese Consumers’ Brand Perception |
| title_full | The Effect of Serif and San Serif Typeface of Luxury Fashion Logotype on Chinese Consumers’ Brand Perception |
| title_fullStr | The Effect of Serif and San Serif Typeface of Luxury Fashion Logotype on Chinese Consumers’ Brand Perception |
| title_full_unstemmed | The Effect of Serif and San Serif Typeface of Luxury Fashion Logotype on Chinese Consumers’ Brand Perception |
| title_short | The Effect of Serif and San Serif Typeface of Luxury Fashion Logotype on Chinese Consumers’ Brand Perception |
| title_sort | effect of serif and san serif typeface of luxury fashion logotype on chinese consumers brand perception |
| topic | HF Commerce |
| url | https://repo.uum.edu.my/id/eprint/30697/1/7th%20ICSC%202022%20321-331.pdf |
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