Typography: The grand chariot of commercial design and how it influences consumer perception

Typography refers to the technique and art of designing and arranging typefacesto give them an edge and make them catchy to the human eye. This art ofarranging and morphing script has hitherto been present and used to make thewritten language look attractive in front of our naked eyes. From ancienthandwritten books to modern corporate flyers, typography has been around us,and it has always been an integral part of the beautification of language on paperand beyond. This indispensable element of commercial graphic design has thepower to make a brand stand out in today’s world. Every day, whileconsumer-oriented marketing is gaining pace and competitive warfare is beingwaged all around the marketing space, typography comes in handy to catch afew more eyes a bit earlier. You can’t be the same old brand using the same oldfonts; you need to be different, you need to be unique, and you need to becreative to make people pay attention to you. As more and more people arebecoming aware of the marketing tactics running rampant in the streets, the moretheir idea of brand and product differentiation is developing, and that makes it allthe more useful to pay attention to the usage of typography in commercial designbecause it is something that can genuinely influence a consumer’s perceptionof a brand.Here in this research initiative, our main aim is to analyse the various aspects oftypography and see its influence on consumer perception of a brand or business.The following thesis attempts to understand how consumers perceive typography and what their opinions are about different types of typography under theparameters of certain aspects like legibility, commonality, creativity, andprofessionalism. Examples of typography usage in different brands across themarkets have been used here to better explore the generic patterns in this world,and see how different typography influences people differently. To support theseactions, a survey has also been conducted targeting different age groups acrossonline platforms to study the authentic attitudes of consumers towards the real4world applications of typography and explore their opinions regarding theThe influence of typography on their perception of a brand.