Science Fair Proposal

1. If the typography of a company brand is in a sans serif font, then consumers will believe that it is a trustworthy professional company and will take their business there.
2. Dependent Variables: Which company the consumer will take their business to.
   Independent Variables: The various fonts used for a brand
   Control Variables: The company name and purpose.
3. This project will help me answer my EQ because the way that a company/firm is perceived affects how consumers will approach the brand. Since many people are visual, they tend to associate what they see (the brand) to what is in front of them (the business).
4. Materials: Profiles of different types of businesses (technology, retail, food, clothing, supplier), different print-outs of logos in different fonts, 25 volunteers
• Come up with a pseudonym for each business and print out the brand name in different fonts (one font from each category: oldstyle, modern, slab serif, sans serif, script, decorative. one of these fonts must be of or similar to the font of the original business).
• Have volunteers come in. Display all of the different styles of the brand name to them. Read to them the profile of the company. (Include: what kind of products they sell, mission statement, objectives, philosophy and company values)
• Have them rate each font on  a scale of 1-5 (5 being the most positive) based on how well the font matches:
• what kind of products they sell
• their company philosophy/mission statement/ objectives
• their company values
• Allow room for volunteers to give three words as to what the font reminds them of, and to comment on any other aspect as to how the font and brand mix.
• Repeat for other businesses. DO NOT use the same font used with the other business profiles (to prevent bias that may have been already formed during the experiment), but pull from the same font category.
5. This experiment will fall under the Behavioral/Social Science category.