Typographic literacy: Are users able to perceive what we design?

Abstract

During the brand building process, the branding designers seek typographies which best align with the brand platform and its components, especially with the attributes, values and personality of the brand. We do so based on three premises: (a) our audience is capable of differentiating some typographies from others, (b) they are also able to interpret what the typography connotes and finally, (c) they are subsequently able to properly remember and associate them with the brand. The objective of this paper is to verify if these three premises— converted into hypotheses—are true, in order to equip the brand building process with better arguments and in the end, an enhanced scientific basis. To achieve this, it is necessary to create an experiment and survey a specific audience (Spanish university students with any degree—except Advertising and Design—from the Alicante area) in order to reach initial conclusions; if the results are interesting and validate the three hypotheses, then it will possible to expand the sample and apply for public funding to continue the project. For this pilot study, we relied on help from volunteer students with an Advertising degree as surveyors.