Subliminal influence
Dr David LewisMindLab International
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....