Assist Users' Interactions in Font Search with Unexpected but Useful Concepts Generated by Multimodal Learning

Choi, Saemi; Matsumura, Shun; Aizawa, Kiyoharu

doi:10.1145/3323873.3325037

Cited by 12 publications

(3 citation statements)

References 17 publications

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“…Nenkov and Scott, 2014) and fonts (e.g. Choi et al. , 2019), the combination of all of these elements in a single design has been surprisingly understudied.…”

Section: Discussionmentioning

confidence: 99%

“…Nenkov and Scott, 2014) and fonts (e.g. Choi et al, 2019), the combination of all of these elements in a single design has been surprisingly understudied. In addition, the notion of incorporating storytelling-type product information as a part of cute packaging design is probably one of the most salient features of this study.…”

Section: Discussionmentioning

confidence: 99%

“…Serafini and Clausen, 2012;Nakilcio glu, 2013). Choi et al (2019) suggested that cute and elegant fonts have a flourish at the end, while fonts that are cute and messy are written roughly and playfully. Kolenda (2016) explicitly emphasized that rounded or curvy fonts are the most pleasing emotionally.…”

Section: Cute Fontsmentioning

confidence: 99%

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Can whimsically cute packaging overcome young consumer product unfamiliarity?

Suci

Wang

2023

MIP

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PurposeThis paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.Design/methodology/approachTwo studies were conducted systematically with 240 young adults. The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity.FindingsAnthropomorphized product characters, curvy, handwritten-like fonts, a mixture of colors and superhero story-like product information were considered the whimsically cutest packaging elements by young adults. Whimsically cute packaging design can bridge consumer product unfamiliarity and generate higher purchase intention.Practical implicationsWhimsically cute packaging design could be a promising alternative for marketers promoting unfamiliar products to young adult consumers.Originality/valueThis study's findings complement existing literature on cute packaging design, whimsical cuteness and extrinsic cue utilization theory.

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“…Nenkov and Scott, 2014) and fonts (e.g. Choi et al. , 2019), the combination of all of these elements in a single design has been surprisingly understudied.…”

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%