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How Handwritten Type Can Prompt Healthy Eating


New research reveals that a handwritten typeface can give customers at health-food restaurants a warm and fuzzy feeling, increasing their loyalty and raising the chances they will praise the restaurant on social media.

Do you love your local health-food restaurant? Are you convinced the food is particularly nutritious, and that the owner has a big heart?

You may be right. On the other hand, you may simply be responding to its secret ingredient: the typeface it chose for its menu.

New research reveals that a handwritten typeface can give customers at such establishments a warm and fuzzy feeling, increasing their loyalty and raising the chances they will praise the restaurant on social media.

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“Customers are just subconsciously processing information, and they feel that human touch in the letters on the menu,” lead author Stephanie Liu of the Ohio State University said in announcing the findings. “They feel the restaurant put more effort into the design of this menu, and they are getting this product to you with more care.”

In the Journal of Business Research, Liu and her colleagues describe two studies, the first of which featured 185 American adults recruited online. They were asked to imagine themselves sitting down to a table at Rilo’s Kitchen. Half were told the restaurant was health-conscious, and featured “locally grown, non-GMO, antibiotic-free ingredients.” The others received no such information.

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