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Article published In: Information Design Journal
Vol. 28:1 (2023) ► pp.7–32

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Beyond Intuition

An Empirical Study of Typeface Selection in a Bilingual Context

ORCiD logo with link | University of Leeds
ORCiD logo with link | University of Leeds
Published online: 5 June 2023
DOI logo with link
https://doi.org/10.1075/idj.22018.li
Abstract
There are situations where designs involve bilingual content. In such cases, to convey clear and consistent messages, we need to select typefaces in two languages. Traditionally, designers relied on their intuition and experience when selecting typefaces. This study, however, uses analytical research to explore the possibility of using data to inform designs and to make appropriate typeface selections in bilingual contexts. It collects and analyses participants’ responses toward sample typefaces and uses them to choose typefaces in two languages simultaneously, English and Chinese. This method is shown to be effective; it breaks language barriers and explores an original and efficient approach to typeface selection.
Article outline
  • Introduction
  • Contextual backgrounds
  • Literature review
    • Typefaces and communication
    • Selecting typefaces
    • Approaches for making design decisions
      • Traditional intuition
      • Contemporary empirical research and audience awareness
      • Using data in design
    • Methodology
    • Collecting audience responses
      • Preparation
      • Data collection
      • Data organisation
    • Interpreting data to inform typeface selection
      • Using data to find suitable typefaces for given messages
      • Using data to find similar typefaces
      • Establishing a data-informed typeface selection method
    • Evaluation
      • Planning of questions
      • Results and analysis
        • Accuracy of visual messages
        • Consistency of visual messages
  • Discussion
    • Theoretical implications
    • Practical implications
  • Conclusions, limitations and further studies
  • References
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