Which point size for display type do consumers prefer?

10 December 2014

Researchers at Clemson University USA evaluated the point size of display text on a package relative to package proportion. It was hypothesized that this proportion would be related to the golden ratio (a ratio of about two-thirds) that has been suggested to be a particularly aesthetic proportion throughout nature and human history.
The results of the study showed that the preferred ratio was actually greater than the golden ratio, equaling 10/12 of the package's width. These results were found to be further influenced by the participant's gender and the packaging structure on which the display type is applied. An article about the research is published in Packaging Technology and Science.
Click here for an abstract of the article.
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