Sans-serif typefaces are, likewise, sometimes referred to as grotesque / grotesk or gothic. Serif typefaces are sometimes referred to as " roman". Sans-serif just means "without serif." The definition of serif / sans-serif typefaces should be self-explanatory. For instance, a capital "I" is usually rendered with 2 crossbars. The experiment provides a platform for further research by incorporating additional typographic and demographic variables to investigate.Serifs are the usually perpendicular projections found on the termini/endpoints in type. Significant speed differences were found for lower-case paragraph-texts set in Georgia and upper-case single line sentences set in Verdana. Using a within-subjects design, data were collected from 28 participants who read sentences and paragraphs set in different typographic parameters. The present study sets two major screen-based typefaces, Verdana and Georgia in Greek, and examines as well as it compares reading-speed and viewers’ preferences between the two.
Various studies have already been done on the ways that the eyes pause-and for how long on words-nonetheless using an eye-tracker to explore the role of letterform characteristics on screen still encourages further investigation, especially for fonts in Greek, where similar evaluation research was not found.
The aim of this paper is to present how the technology of eye-tracker can be used to research typography and publication design for screen applications. The cluster analysis results demonstrated significant interpersonal discrepancies and identified three, similar in number, groups sharing common preference structures. These results analyzed along with the conjoint analysis outcomes surprisingly show that the background color was the main factor influencing males’ preferences while for women it was the least important issue. Generally, males preferred grey variants while females – pink. The main results showed significant effects of brand name location and typography along with significant interactions concerned with the background package color. The experimental stimuli differed in the brand name location in relation to the product image (left and right hand side), background colors used (grey and pink), and the typography applied to the brand name (big and compact text versus small with the increased interletter spacing). A binary pairwise procedure within the framework of the conjoint analysis was employed to assess the examinees’ preferences. The packages were electronically presented to the subjects on the computer screen. Both the faculty and gender effects were controlled. Sixty students from two different faculties were involved in the study. Preferences toward graphical variants of smartphone’s packages are examined.Right located brand name is better rated than the left one.Big and compact text version more preferred than the smaller and dispersed one.Males dislike pink background color and consider it as the most important factor.Females like pink, but the background color has low impact on their preferences.The main goal of this research was the analysis of persons’ attitudes toward digital graphical information regarding various types of smartphone’s virtual package designs.
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