TYPOGRAPHY AND FONT DESIGN IN ADVERTISING: THEIR INFLUENCE ON VISUAL COMMUNICATION, CONSUMER PERCEPTION, AND BRAND IDENTITY

Abstract

Typography is one of the most influential yet frequently underestimated elements of advertising communication. Beyond presenting verbal information, typography contributes to the visual, emotional, psychological, and symbolic dimensions through which consumers interpret advertisements and brands. This paper examines the influence of typography and font design on visual communication, consumer perception, and brand identity. The study adopted a qualitative narrative literature review methodology, examining scholarly literature published primarily between 2020 and 2025, with emphasis on recent empirical studies of typeface characteristics, advertising effectiveness, brand perception, brand attitude, consumer engagement, and visual identity. The review indicates that typography influences advertising effectiveness through several interconnected mechanisms, including attention, readability, semantic association, perceived personality, emotional response, brand congruence, and memory. Recent studies demonstrate that the effects of typography are contextual rather than universal. Serif and sans-serif typefaces, for example, can produce different perceptions of brand activity and potency, while handwritten typography may enhance perceptions of connectedness in particular communication contexts. Research also demonstrates that letter case, vintage type, and typeface congruence with brand or message characteristics can affect brand evaluation and consumer response. The paper argues that effective advertising typography should therefore be selected according to communication objectives, target audience, brand personality, cultural context, readability requirements, and the characteristics of accompanying visual elements. The study concludes that typography should be treated as a strategic component of advertising and brand management rather than merely as a decorative design choice.