Communication through Typefaces: Affective Selection of English, Myanmar and Japanese Typefaces

Abstract

Typefaces play an important role in business communication as they are found to shape consumers’ perceptions and impressions towards products. One way typefaces shape perception is by carrying connotative meanings which are often difficult to identify. Since connotative meanings are implicit, incorrect choice of typefaces can ruin the effectiveness of communication. This study tried to build typeface recommendation guidelines for 3 languages - English, Myanmar, and Japanese - through subjective evaluation. Results could pinpoint suitable typefaces for each of the 36 Kansei adjectives, and also find 5 clusters of adjectives and types. Findings that are consistent with prior studies on English and Japanese typefaces are derived for Myanmar language where no such study exists. In addition, points of caution regarding relying on originally specified font-weight, and how using fonts with ‘exciting’ Kansei can impact readability are also noted.