Table 2. Five font factors. Fonts are listed in order of factor loadings.
Table 3. Top 3 fonts for each personality adjective.
Table 4. Uses with the highest consistency among participants. Percent saying "Yes, I would use this font."
Table 5. The top three fonts for each use. The lowest scoring font is also presented ("Last").
Summary of Uses by Factor
Sans Serif Fonts. Users preferred Sans Serif fonts for Website Text (62%), Email (60%), and Online Magazines (56%). Sans Serif fonts were least preferred for Digital Scrapbooking (32%), Computer Programming (34%), and Math Documents (36%).
Uses for Serif Fonts. Users preferred Serif fonts for Business Documents (71%), Website Text (67%), and Online Magazines (63%). The three uses that were least associated with Serif fonts were Scrapbooking (28%), Children’s Documents (34%), and E-Greetings (38%).
Script/Funny Fonts. Digital Scrapbooking (61%), E-Greeting (60%), and Website Graphics (53%) were rated as the highest uses for this group of fonts. The Script/Funny fonts were not preferred for Computer Programming (2%), Scientific Documents (3%), Spreadsheets (3%), and Math Documents (3%).
Modern Display Fonts. The three uses rated the highest by users for Modern Display fonts were Website Graphics (47%), Website Headlines (44%) and Website Advertisements (44%). The uses least often chosen for this group were Online Tests (9%), E-Books (9%), Spreadsheets (10%), and Online Assignments (10%).
Monospaced Fonts. Users chose Technical Documents (45%), Computer Programming (40%), and Math Documents (40%) as the highest uses for Monospaced fonts. The uses receiving the fewest votes were Digital Scrapbooking (18%), E-Greeting (21%), and PowerPoint (22%).
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