Onscreen English font personality: an exploratory comparison between Thai and non-Thai speakers Online publication date: Mon, 08-Feb-2016
by Chatpong Tangmanee; Thanaphorn Rotworaphorn
International Journal of Electronic Business (IJEB), Vol. 12, No. 4, 2015
Abstract: Onscreen English fonts play critical roles in communication. Previous research has examined native English speakers' perceived personality of a font. While the perception depends on a person's background or culture, no publication has compared the perception between Thai and non-Thai speakers. The present study attempts to fill this void. A sample of 402 Thai and non-Thai speakers returned questionnaires written in one of the most accepted handwriting fonts, i.e., Kristen. The analysis revealed that to the greatest extent Thai speaker's perceived Kristen font as being relaxed and feminine in personality, while to a comparable degree non-Thai English speakers perceived its personality as active and exciting. Exploration into underlying dimensions showed a similar structure across the two samples. In addition to extending theoretical insights into digital typography across the two speakers, practitioners could direct the findings to effectively apply the Kristen font to onscreen message design.
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