Abstract
Substantial research regarding typeface persona has not been conducted for onscreen media. Previous research indicates that printed typefaces have associated personas and have the potential to create meanings that extend beyond the printed text. This study examined six new ClearType fonts and six existing fonts representing serif, sans serif, and monospaced font groups. Fonts were examined using 15 personality pairs through an online survey. Results indicated that serif fonts were characterized as more traditional in personality; sans serif fonts were perceived as more casual; and monospaced fonts were described as plain and dull. Overall, this study makes an initial attempt to establish perceived onscreen personas common fonts while evaluating the newest Microsoft fonts.
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