The Effect of Packaging Typeface on Product Perception and Evaluation

Three studies show that consumers can reliably identify semantic qualities associated with a particular style of typeface used on product packaging and the inferred connotations can carry over to their product perception and evaluation. Moreover, these effects are moderated by the product’s intrinsic or extrinsic cue and consumers’ processing style.


Xiaoyan Deng and Alysha Fligner (2019) ,"The Effect of Packaging Typeface on Product Perception and Evaluation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 24-28.


Xiaoyan Deng, Ohio State University, USA
Alysha Fligner, Husky Energy, USA


NA - Advances in Consumer Research Volume 47 | 2019

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