The Influence of Typeface Choice in a Chocolate Brand Logo on Consumer Brand Personality Perceptions

Abstract

Brand differentiation today goes beyond functional features to include symbolic attributes that resonate with consumers on a deeper level. Brand personality refers to the human personality traits associated with a brand that allow consumers to use brands symbolically to express themselves, which in turn influences their preferences and decision-making. This study explores how typefaces, as key elements of a logo, shape brand personality perceptions, focusing specifically on a chocolate brand. The research question is: “How do different typefaces in a chocolate brand logo influence consumers' perceptions of the brand's personality traits?” The study aims to show the influence of typefaces on brand personality and offer practical insights for brands, especially in the competitive chocolate industry, on selecting the right typeface for their logo. A quantitative survey, where participants rated ten personality traits across five logo variations, showed notable differences. For example, the script typeface conveyed emotional traits like sentimentality and romance, the display typeface communicated boldness, dynamism, and innovation, while the serif typeface was associated with simplicity and stability. The findings highlight the importance of aligning a typeface with a brand's intended personality and suggest that companies can strategically shape consumer perceptions by carefully selecting visual elements that reflect their brand personality. For chocolate brands in particular, this research offers a foundation for choosing a typeface that effectively conveys the desired brand personality traits and helps them stand out in a competitive market.