OK, we're a shallow society. We admit it. Image does matter. And now, researchers are showing that even the typeface you choose for your ads can affect a consumer's experience and behavior. They say that choosing the right font requires consistency between the connotative meaning of the font and the view of the potency and activity of the product. In other words, it's time to match typeface to product type. Some suggestions:

1. The product is strong and tough. Example: crash helmets or burglar alarms. Suggested fonts: Impact or Gill Sans Bold. These connote power and strength.

2. The product is delicate. Example: fabric softener or perfume. Suggested fonts: Coronet or French Script. Styles like these whisper "light and delicate."

3. The product is "active." Example: health clubs/gyms, trampolines. Suggested fonts: Forte or Magneto. These imply high activity.

4. The product is "passive." Example: bookstores, storage devices. Suggested fonts: Monotype Century or Garamond. These connote a classic calm, and indicate low activity.

When choosing a look, keep in mind that the typeface is presenting the "image" of the text. It's a graphic component of your message just as much as a photo or illustration.

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