How companies use typeface design to engage consumers in charitable activities

This research examines how the typeface design in a charitable appeal affects consumers' evaluations of ad and, turn, their willingness to engage advertised activities. We propose that typeface's simulation handwritten note creates sense connectedness information sender (e.g., organization, brand), which subsequently increases Six experiments, including laboratory and field studies, provide support for effect further underlying process by (1) directly examining connectedness, (2) manipulating brand attachment, showing more positive when viewer is not strongly connected (vs. having strong attachment). Our findings useful guidelines managers, social marketers charity fundraisers regarding use design.