User perceptions of trust in a Business to Consumer (B2C) electronic commerce website could influence its adoption and subsequent use. Prior research has examined various techniques for enhancing user trust in e-commerce websites. This study examines the role of typography and typefaces in influencing user perceptions of trust. Typefaces are viewed as possessing distinct personalities. When used to present text material in a website, those typefaces that are perceived as stable and trustworthy are expected to engender trust in the user. Data was collected from participants in an experimental setting that simulated an online banking website. The results of the study confirm our expectations. We find that serif and sans serif typefaces result in enhanced user trust compared to monospace and script typefaces. E-commerce vendors, particularly those engaging in financial transactions with the consumer need to pay attention to the typography used in their websites.
Sasidharan, Sharath and Dhanesh, Ganga, "Font Personality and B2C E-Commerce Trust" (2008). AMCIS 2008 Proceedings. 215.