Dr David Lewis
Consumers mostly make purchase decisions in impulsive (irrational) brain mode, allowing creative subtleties in imagery to influence advertising reception.
Imagine two menus both describing a bowl of tomato soup as 'rich and creamy'. The only difference is that one is printed using a Courier font and the other Lucida Calligraphy.
Would these different fonts influence how tasty you found the soup?
Unlikely as it may seem, research suggests that it might. In a study, conducted by my laboratory, two groups rated tomato soup described, as above, in one of those two fonts. Two thirds (64%) with the menu printed in Lucida Calligraphy rated it as tastier, fresher and more enjoyable than those who read the same description in Courier typescript.
This despite both soups coming from the same can.