The Medium is the Message: Typography in Marketing

A recent study published in the Journal of Marketing analyzes the use and effectiveness of vintage typefaces in establishing emotional connections with consumers. The use of nostalgic images, sounds, and, yes, even typography saturates the media. The study shows that nostalgia creates reminders of simpler, happier times.  

Typography is not just an aesthetic choice but can play a pivotal role in evaluating brands and purchasing decisions. By establishing an emotional connection to the past, marketers can enhance the perception of product safety and quality.  

One caveat is that vintage typography used to promote products with futuristic features is not as effective, since customer attention is diverted away from the past.

The study points out that these connections are not derived from a specific era, nor does an individual’s experience have a particular bearing on the effectiveness of evocative nostalgia. Researchers call the memory triggers “vintage anemia,” and it is a form of vicarious nostalgia.

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