The paper of the typography on the perception of a brand

Abstract

This quantitative and experimental research has as a main objective expand the knowledge we have about the influence of the typography in the communicative efficiency, therefore we intend to analyse in which level the typography can alter or condition the efficiency of the graphic message and how can we obtain different formal approach with different communica-tive efficiencies. Once the study was done, it was verified that style and family typography can alter or condition the preference to a brand and, also, that there is a precedence between the different typography styles.