Onscreen English fonts have critical roles in communication. Previous research has examined English native speakers’ perceived personality of a font. While the perception depends on a person’s background or culture, no publication has compared the perception across Thai and English native speakers. The present study attempts to fill this void. 402 samples of Thai and English native speakers returned their questionnaires that displayed one of the most accepted hand-writing font: Kristen. The analysis revealed that Thai native speakers perceived the highest extent of the Kristen font’s relaxed and feminine personality but at the comparable extent did the English native speakers perceive its active and exciting personality. The exploration into underlying dimensions showed a similar structure across the two native samples. In addition to extending theoretical insights into digital typography across two native speakers, practitioners could apply the findings to effectively apply the Kristen font to the onscreen message design.
Tangmanee, Chatpong and Rotworaphorn, Thanaphorn, "Onscreen English Font Personality: An Exploratory Comparison Between Thai And English Native Speakers" (2013). ICEB 2013 Proceedings. 31.