The Effect of using Serifs in Brand Names on Luxury Perception

Fonts play a significant role in establishing a distinct brand identity. In this study, we investigate how the inclusion of Serifs affects consumers' perception of luxury. We use two sets of stimuli: actual brand names and ad hoc-designed fictitious brand names. Our findings show that the presence of Serifs has a positive impact on luxury perception. This is evident from the high scores in dimensions such as opulence and elitism, as per Heine's luxury brand personality framework. A key practical implication of our research is that marketers and designers may find it advantageous to choose Serif fonts for brands that aim to evoke a sense of luxury among consumers.