Typeface matters: Donations go up depending on typeface choice

A study in the hospitality industry shows the importance of design, including during a pandemic.

Credit: Drazen / Adobe Stock
  • Ohio State University researchers found that the right type choice drives up donations in the hospitality industry.
  • Warmth-focused versus competence-focused messages were matched with handwritten or machine-written typefaces.
  • This research could help restaurants and hotels make targeted design choices as they struggle to survive.
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