The Magic Of Typeface Curvature In Nostalgic Tourism Products

Abstract

Characters with a variety of typefaces are ubiquitous in our daily lives. How do typeface designs influence consumers’ preferences toward different kinds of tourism products? The current research identifies the effect of round and angular typefaces on travelers’ preferences toward personal and historical nostalgic tourism attractions. Two studies show that when travelers are exposed to personal nostalgic attraction whose advertisements use round typefaces, they show greater preferences toward them; whereas, in the historical nostalgic setting, angular typeface increases preference for it. Importantly, perceived casualness and perceived formality will mediate the impact of typeface on consumer response toward communication materials featuring nostalgic tourism products. We conclude with the implications of these findings for marketers, such as for their typeface choices in marketing actions. Theoretically, we contribute to a growing body of research examining the congruity between typeface design and nostalgic types of tourism products.