The Power of Fonts: How Typeface Can Influence Charitable Behavior and Boost DonationsRelevant topics Archive, Advertising
Did you know that the font you use can have a huge impact on how people perceive your brand? It's true!
In today’s competitive world of branding and marketing, brands are always on the lookout for new and innovative ways to connect with their audience. Believe it or not, one strategy that has emerged as particularly effective is typeface design. That’s right, fonts can be a powerful tool in promoting a cause and building a brand’s reputation.
In this blog post, we'll dive into the science behind the use of handwritten typefaces, and how it can create a sense of interpersonal connectedness that leads to charitable behavior. We'll also provide practical tips on how to choose the right typeface for your brand and more. Whether you're a non-profit organization or a luxury brand, this post will show you how to leverage the power of fonts to create a stronger and more effective marketing campaign. So, are you curious to learn more about how the right font can make a big difference?
What’s the difference?
Typeface design can be split up into two: handwritten and typewritten. A handwritten typeface appears to have been written by human beings and reminds the reader of the human behind that message. It triggers a sense of interpersonal connectedness to the information sender and thus gives us a higher feeling of human contact. Handwritten typefaces are also more curved and irregular, and feel more personal, friendly, and full of emotion although it can also evoke a sense of less professional and more childish communication.
In contrast, a typewritten typeface appears to be entered via a keyboard and generated by a machine. The style is usually more straight, square, and regular and it may be more impersonal and less effortful. It can also be perceived as more professional and formal.
Feelings of interpersonal connectedness have a positive effect on charitable behavior overall. Interpersonal connectedness refers to the emotional distance or connection between self and others. The higher the level of this connectedness is, the greater the probability for individuals to donate to charity and to engage in volunteering (Zhang et al., 2019). As mentioned, something handwritten can induce this feeling of connectedness.
Will mimicking work?
If you want to induce a feeling of connectedness to your brand, which consequently has an influence on charitable behavior, you could consider a handwritten typeface design. Because, let’s face it, most brands don’t have the time (or patience) to write handwritten notes for each potential customer. Can mimicking a handwritten note really induce a sense of connectedness and, in this case, donation behavior?
Yes, it can! A handwritten typeface induces a higher level of connectedness, which strengthens consumers’ connection with the information sender and ultimately donation likelihood. Mostly for consumers who do not have a strong attachment to the brand yet, a handwritten typeface is a viable cue that could increase the likelihood of supporting the charity. It also works for cause-related marketing, which is a strategy in which a firm donates money to a cause each time a consumer makes a purchase. Consumers are more likely to get on board with the charitable efforts when the brand uses a handwritten typeface.
To make it practical
The typeface design in advertising materials should carefully be considered. The use of handwritten typefaces in advertisements increases charitable behavior, due to a higher feeling of connectedness. You can use handwritten typefaces in your advertisements, social media posts, and other promotional materials to create a higher sense of connectedness with your consumers. Besides that, handwritten typefaces can be used in your email marketing campaigns. Email marketing is a highly effective way to reach consumers and promote charitable causes. By using a handwritten typeface in your emails, you can create a more personal and authentic connection with your audience, which increases the likelihood of donation. Some important notes are:
- Choose the right typeface. There are many different styles of handwritten typefaces, so it’s important to choose a typeface that matches your brand’s personality and values. For example, a more playful and whimsical typeface might work well for a children’s charity, while a more elegant and refined typeface might be better suited for a luxury brand. A downside to handwritten typefaces is that they can be perceived as childish and less professional when overused. Besides that, some handwritten typeface styles can be hard to read. Therefore, be careful with overusing handwritten typefaces and consider testing which handwriting typefaces work best for your target audience. This can be done through A/B testing or other forms of experimentation to determine which typefaces lead to the most feelings of connectedness or the highest amount of donations.
- Use the typeface consistently. Once you’ve chosen a typeface, use it consistently across all of your marketing materials. This will help to create a cohesive and recognizable brand identity that consumers will come to associate with your cause.
Handwritten typeface especially works for new customers that have a weak brand attachment. When used for targeting consumers who are already strongly attached to the brand, handwritten and typewritten typefaces are both suitable for marketing communication. However, displaying messages using a handwritten typeface also increases other social feelings such as warmth. If the main purpose of the marketing communication is to promote the brand or the organization’s image, using a handwritten typeface remains a better choice.
Handwritten typefaces can be particularly effective for promoting charitable causes, but they can also be used in other ways to create a more personal and authentic connection with your audience. In conclusion, don’t underestimate the power of fonts in shaping behavior. A simple choice of typeface can make a huge difference in how connected consumers feel to your cause and/or brand. So, next time you’re designing a marketing campaign, consider using a handwritten typeface to create a personal and authentic connection with your audience. Remember, a little bit of warmth and human touch can go a long way in promoting a brand.
- Handwritten typefaces induce a higher level of connectedness than typewritten typefaces.
- The feeling of interpersonal connectedness has a positive effect on charitable behavior, increasing the likelihood of charitable behavior.
- Handwritten typefaces work especially well for new customers with weak brand attachment, while both handwritten and typewritten typefaces are suitable for targeting consumers who are already strongly attached to the brand. For customers who aren’t new to the brand, other social feelings such as warmth can still be increased by using handwritten typefaces.
- Overuse of handwritten typefaces can be perceived as less professional and childish. Besides that, handwritten typefaces can sometimes be hard to read. Therefore, be careful with overusing and consider A/B testing.
Tiffany’s blue box. Apple’s all-white packaging. McDonald’s red happy meal. Consumer behavior is often affected not so much by the product itself as it is by the packaging that the product comes in. Packaging of a product sets high expectations for the product within, as well as provoking positive or negative reactions in the purchasing decision. While many studies have shown the importance of proper packaging of consumer goods, little is known about the use of implied motion - the ability to perceive dynamic elements within a static image (Yu et al., 2022) - until now.
Let's look into the influence of packaging displaying images with motion on consumers' behavior!