Typeface that looks like handwriting works best with warm message, study finds — ScienceDaily

Appeals seeking donations to help fight hunger during the COVID-19 pandemic were more successful when the typeface in which the appeal was written mirrored the tone of the donation request, a new study has found.

In a study that asked prospective donors to consider whether and how much to give to a local food bank to help fight hunger during the coronavirus pandemic, researchers found that donors were more likely to give when heartfelt messages were written in typefaces that looked like handwriting, and when messages that talked about the power of an organization were written in typeface that looked more business-like.

In other words, make the font match the message to get more donations, the researchers said.

“Our research suggests that simply changing the typeface of appeals messages could make those appeals stronger and encourage people to make donations,” said Huiling Huang, a consumer sciences doctoral student at The

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