The Affective Feeling of Colored English Typeface

• Main Authors: Shao-Yang Pai, 白紹揚
• Other Authors: Wen-Yuan Lee
• Format: Others
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/90301136713078025852

碩士 === 大同大學 === 工業設計學系(所) === 97 === In general, users recognize fonts by their name, but the most important thing in design is the feeling that arises from the fonts. Thus, 3 experiments were carried out to investigate the influence of typefaces and colors to our affective feeling in this study. In Experiment 1, 10 emotion scales were used to invesgate the affective feeling of 47 black fonts. The result showed these 47 fonts could categorize into 2 factors: appearance factor and evaluation factor. Further more, an affective space was consisted by these 2 factors, and these 47 fonts could be categorized into 4 groups by their emotion specification in this two-dimensional affective space. Experiment 2 carried out on the ground of Experiment 1, 6 representative fonts were choosen from the 4 groups, and each consisted of 12 colors. This resulted in 72 font-color conbinations. Eeah font-color combination was assessed by using 10 affective scales. The results showed that: (1) the feelings of ‘heat’, ‘friendliness’, ‘softness’ and ‘weight’ were mainly evoked by color; (2) the feelings of ‘complex’, ‘casualness’, ‘aesthetic’ and ‘like’ were mainly evoked by font; (3) the feelings of ‘activity’ and ‘luxury’ were influenced by both font and color. A series of affective models were developed based on these relationships that mentioned above. Moreover, Experiment 3 was carried out to proof these emotion models. The result showed these affective models could predict feelings that envoked by the logotypes successfully.