Quantifying Perceived Differences in Type Styles: An Exploratory Study

Determined whether type style is a significant influence on readers\u27 affective response to print. A repeated-measures, full-factorial design employing 250 graduate and undergraduate Ss was conducted to assess the influence of 6 type styles on 28 semantic differentials. Results reveal that readers respond differently to both serif and sans serif general print types and to specific types within these major classifications