Helvetica as a Type Convention for the Youthful and Trendy Image: A Consumer Response to Designer Safe Option
Helvetika kao tipo konvencija za mladalački i trend imidž: Odgovor potrošača na sigurnu opciju dizajnera
Abstract
In advertising, typography is considered an important and obligatory element. One of the most prominent typefaces of today is Helvetica, therefore it became the center of this research. The goal of this research was to examine the connotative meaning of the Helvetica typeface at the time of its renewed popularity. We tested the role of Helvetica as the basic component in relation to consumer response. The results indicate that emotional response to Helvetica is not higher when compared to other typefaces in advertisements suggesting this is not “an emotional typeface”. However, we did find that subjects looked more favorably to advertisements which use Helvetica for showcasing the copy and the brand logo. We conclude that, even though Helvetica today, after its renewed popularity, represents a type convention for the youthful and trendy image, this typeface has not been assigned a new persuasive capacity.
Apstrakt
U oglašavanju, tipografija se smatra za važan i obavezan element. Jedno od najistaknutijih tipografskih pisama današnjice je svakako Helvetika, čime je ovo pismo odredilo i središte našeg istraživanja. Cilj ovog istraživanja bio je da se ispita konotativno značenje pisma Helvetika, u vremenu u kojem je ovom pismu obnovljena popularnosti. Mi smo ispitivali odgovor potrošača na oglase sa Helvetikom kao dominantnim izražajnim sredstvom. Rezultati ukazuju da emocionalni odgovor na oglase u kojima dominira Helvetika pismo, nije veći u odnosu na oglase oblikovane drugim pismima, što ukazuje na to da Helvetika nije „emocionalno pismo”. Međutim, nalazimo da ispitanici ipak preferiraju oglase koji koriste Helvetiku u oblikovanju slogana, teksta oglasa i logotipa brenda. Zaključujemo da, iako Helvetika danas nakon obnovljene popularnosti predstavlja tipo konvenciju za mladalački i trend imidž, mi ovom pismu ne možemo pripisati nove ubeđivačke atribute.
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