The effect of controlling the weight variable on the typeface attribute assessment
Certain characteristics specific for typeface design initiate different impressions on observers, but here arises a research problem where we cannot identify what specific or universal characteristics of the typeface initiate the impressions on certain attributes. A common problem encountered in previous researches is that fonts may vary in many variables and at the same time differ in width, weight, contrast, and structure. Therefore, it is difficult to determine and isolate which universal and specific characteristics of the typeface affect the impression. The subject of this paper is the isolation of the weight variable and the investigation of its relationship with typeface personality attributes. The main goal of this paper is to provide empirical support for theoretical assumptions, building on previous researches on the typeface personality and typographic rhetoric to show how specific typographic characteristics influence the experience of writing itself.