A Corpus-Based Approach to Color, Shape, and Typography in Logos

Combining typeface and color to prime specific taste expectations.

“…and aesthetic appraisal (e.g., serif, slab, orientation, stem, weight, obliqueness) that are not seen in other geometric features—assuming, that is, typeface can be regarded as a form of geometric feature (Keage et al, 2014; Kuvykaite et al, 2009). Some typeface families (i.e., a group of typefaces sharing the same design language; see Zeng et al, 2019) have also been found to prime semantic meanings and personalities (Celhay et al, 2015; Johannessen et al, 2021; van Leeuwen, 2006). Nevertheless, despite the diverse psychological effects of typeface, its taste profile is most notably determined by the degree of font curvilinearity among the other typeface attributes that have been investigated to date (Velasco, Hyndman, & Spence, 2018).…”