[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:16.81,0:00:19.75,Default,,0000,0000,0000,,We encounter messaging constantly:
Dialogue: 0,0:00:20.14,0:00:21.74,Default,,0000,0000,0000,,on billboards,
Dialogue: 0,0:00:22.32,0:00:23.86,Default,,0000,0000,0000,,our phones,
Dialogue: 0,0:00:24.49,0:00:27.03,Default,,0000,0000,0000,,the labels of products we use every day.
Dialogue: 0,0:00:27.87,0:00:29.44,Default,,0000,0000,0000,,J. Walker Smith,
Dialogue: 0,0:00:29.44,0:00:32.66,Default,,0000,0000,0000,,president of marketing firm Yankelovich,
Dialogue: 0,0:00:32.66,0:00:38.27,Default,,0000,0000,0000,,stated that we are exposed to as many\Nas 5,000 advertisements a day.
Dialogue: 0,0:00:39.14,0:00:43.17,Default,,0000,0000,0000,,Our minds are constantly\Nbeing saturated by messaging.
Dialogue: 0,0:00:43.54,0:00:47.76,Default,,0000,0000,0000,,But to what level\Nis our perception of these brands
Dialogue: 0,0:00:47.76,0:00:50.80,Default,,0000,0000,0000,,being dictated\Nby the advertising industry?
Dialogue: 0,0:00:51.63,0:00:55.06,Default,,0000,0000,0000,,Is our preference\Nfor one brand over another
Dialogue: 0,0:00:55.06,0:00:56.73,Default,,0000,0000,0000,,based on its quality,
Dialogue: 0,0:00:57.54,0:00:59.49,Default,,0000,0000,0000,,our awareness of the brand,
Dialogue: 0,0:01:00.10,0:01:02.64,Default,,0000,0000,0000,,the way it's presented\Nat the point of purchase?
Dialogue: 0,0:01:03.61,0:01:06.62,Default,,0000,0000,0000,,When a product's catchy jingle\Ngets stuck in our head,
Dialogue: 0,0:01:06.62,0:01:10.34,Default,,0000,0000,0000,,we might be more inclined\Nto choose that product over another.
Dialogue: 0,0:01:10.34,0:01:13.25,Default,,0000,0000,0000,,That's a more obvious advertising tactic.
Dialogue: 0,0:01:14.02,0:01:17.19,Default,,0000,0000,0000,,But is there a subtler persuasion at play?
Dialogue: 0,0:01:18.13,0:01:23.91,Default,,0000,0000,0000,,Can designers use typography\Nto manipulate us on a subconscious level?
Dialogue: 0,0:01:24.57,0:01:25.77,Default,,0000,0000,0000,,Think back.
Dialogue: 0,0:01:25.99,0:01:28.75,Default,,0000,0000,0000,,How many times have you\Nbought a bottle of wine
Dialogue: 0,0:01:28.75,0:01:31.17,Default,,0000,0000,0000,,based on its fancy-looking label,
Dialogue: 0,0:01:31.17,0:01:34.78,Default,,0000,0000,0000,,later to only be basically\Npouring purple vinegar?
Dialogue: 0,0:01:35.50,0:01:36.50,Default,,0000,0000,0000,,Me too.
Dialogue: 0,0:01:38.35,0:01:40.99,Default,,0000,0000,0000,,So first, let's do a quick\Ncrash course on typography,
Dialogue: 0,0:01:40.99,0:01:42.96,Default,,0000,0000,0000,,so we can all become experts.
Dialogue: 0,0:01:44.83,0:01:50.28,Default,,0000,0000,0000,,Typography is the general term\Nfor the style and appearance of text.
Dialogue: 0,0:01:50.79,0:01:56.26,Default,,0000,0000,0000,,A typeface is a stylized collection\Nof letters and numbers.
Dialogue: 0,0:01:57.33,0:01:59.94,Default,,0000,0000,0000,,The whole collection is called a family.
Dialogue: 0,0:02:00.26,0:02:01.96,Default,,0000,0000,0000,,Much like your own family,
Dialogue: 0,0:02:01.96,0:02:05.25,Default,,0000,0000,0000,,they're similar,\Nbut they have their own style.
Dialogue: 0,0:02:05.25,0:02:07.75,Default,,0000,0000,0000,,See, you have the fun uncle,
Dialogue: 0,0:02:08.39,0:02:11.42,Default,,0000,0000,0000,,you have the cousin going through\Nhis heavy-metal phase,
Dialogue: 0,0:02:11.77,0:02:14.51,Default,,0000,0000,0000,,you have the aunt that insists\Nyou have a second plate.
Dialogue: 0,0:02:16.14,0:02:19.79,Default,,0000,0000,0000,,Typeface and font\Nare often used interchangeably.
Dialogue: 0,0:02:20.29,0:02:25.73,Default,,0000,0000,0000,,However, nowadays,\Na font only refers to the digital file.
Dialogue: 0,0:02:27.09,0:02:30.61,Default,,0000,0000,0000,,The two most common ways\Nto group typefaces
Dialogue: 0,0:02:30.61,0:02:33.20,Default,,0000,0000,0000,,are serif and sans serif.
Dialogue: 0,0:02:33.63,0:02:37.47,Default,,0000,0000,0000,,Serif means the typeface\Nhas little feet at the bottom
Dialogue: 0,0:02:37.47,0:02:39.54,Default,,0000,0000,0000,,whereas sans serif does not.
Dialogue: 0,0:02:40.04,0:02:43.60,Default,,0000,0000,0000,,But, of course, there are many\Nother subcategories.
Dialogue: 0,0:02:44.39,0:02:47.88,Default,,0000,0000,0000,,Different type designs\Nconvey different emotions.
Dialogue: 0,0:02:48.74,0:02:50.35,Default,,0000,0000,0000,,For instance,
Dialogue: 0,0:02:50.35,0:02:55.18,Default,,0000,0000,0000,,something in bold\Nmight feel heavy and impactful,
Dialogue: 0,0:02:56.10,0:03:00.85,Default,,0000,0000,0000,,something in script might feel elegant,
Dialogue: 0,0:03:02.06,0:03:06.80,Default,,0000,0000,0000,,and something in a geometric sans serif\Nmight feel more modern.
Dialogue: 0,0:03:07.79,0:03:11.10,Default,,0000,0000,0000,,The emotion a typeface evokes
Dialogue: 0,0:03:11.10,0:03:14.42,Default,,0000,0000,0000,,can be considered a subjective gray area.
Dialogue: 0,0:03:14.42,0:03:16.35,Default,,0000,0000,0000,,However, I can assure you
Dialogue: 0,0:03:16.35,0:03:22.89,Default,,0000,0000,0000,,the majority of people would not say\NComic Sans gives off a "scholarly" vibe.
Dialogue: 0,0:03:23.80,0:03:25.48,Default,,0000,0000,0000,,About seven years ago,
Dialogue: 0,0:03:25.48,0:03:29.71,Default,,0000,0000,0000,,scientists at the European Organization\Nfor Nuclear Research
Dialogue: 0,0:03:29.71,0:03:33.04,Default,,0000,0000,0000,,announced they'd discovered\Nsomething called the "God Particle."
Dialogue: 0,0:03:33.80,0:03:35.62,Default,,0000,0000,0000,,Some refer to this
Dialogue: 0,0:03:35.62,0:03:40.28,Default,,0000,0000,0000,,as one of the most important\Nscientific breakthroughs in decades.
Dialogue: 0,0:03:40.28,0:03:42.61,Default,,0000,0000,0000,,But they presented their information
Dialogue: 0,0:03:42.61,0:03:46.35,Default,,0000,0000,0000,,in arguably the most hated\Ntypeface on earth.
Dialogue: 0,0:03:47.25,0:03:51.62,Default,,0000,0000,0000,,That week, trending on Twitter\Nhigher than the God Particle
Dialogue: 0,0:03:51.62,0:03:53.12,Default,,0000,0000,0000,,was Comic Sans.
Dialogue: 0,0:03:54.41,0:03:56.79,Default,,0000,0000,0000,,One simple design choice
Dialogue: 0,0:03:56.79,0:03:58.100,Default,,0000,0000,0000,,completely shifted the conversation
Dialogue: 0,0:03:58.100,0:04:02.58,Default,,0000,0000,0000,,from this incredible\Nscientific breakthrough
Dialogue: 0,0:04:02.58,0:04:08.91,Default,,0000,0000,0000,,to how ridiculous a typeface designed\Nfor Windows 95 children's software is.
Dialogue: 0,0:04:10.47,0:04:15.54,Default,,0000,0000,0000,,So we've seen that typefaces\Ncan distract us from the message.
Dialogue: 0,0:04:15.93,0:04:21.57,Default,,0000,0000,0000,,But can simply the style of letters\Nsway us to believe what we're reading?
Dialogue: 0,0:04:22.53,0:04:26.69,Default,,0000,0000,0000,,Errol Morris, who's known\Nfor his investigative documentaries,
Dialogue: 0,0:04:27.19,0:04:28.86,Default,,0000,0000,0000,,was inspired by this
Dialogue: 0,0:04:28.86,0:04:33.26,Default,,0000,0000,0000,,and conducted an experiment\Nin 2012 just to test this.
Dialogue: 0,0:04:35.12,0:04:39.45,Default,,0000,0000,0000,,He found inspiration from reading\Ndesigner Phil Renaud's blog.
Dialogue: 0,0:04:39.45,0:04:41.98,Default,,0000,0000,0000,,Renaud wrote about how in university
Dialogue: 0,0:04:41.98,0:04:45.06,Default,,0000,0000,0000,,his grades had drastically improved
Dialogue: 0,0:04:45.06,0:04:48.25,Default,,0000,0000,0000,,despite not adding any additional effort.
Dialogue: 0,0:04:48.67,0:04:50.42,Default,,0000,0000,0000,,After a bit of detective work,
Dialogue: 0,0:04:50.42,0:04:53.47,Default,,0000,0000,0000,,he had realized\Nonly one thing had changed:
Dialogue: 0,0:04:53.47,0:04:55.38,Default,,0000,0000,0000,,his choice of typeface.
Dialogue: 0,0:04:56.02,0:04:58.67,Default,,0000,0000,0000,,After reviewing 52 essays,
Dialogue: 0,0:04:58.67,0:05:04.73,Default,,0000,0000,0000,,he realized that essays written\Nin sans serif Trebuchet MS
Dialogue: 0,0:05:04.73,0:05:07.12,Default,,0000,0000,0000,,had averaged a B-minus,
Dialogue: 0,0:05:07.12,0:05:12.61,Default,,0000,0000,0000,,whereas those written in serif fonts\NGeorgia and Times New Roman
Dialogue: 0,0:05:12.61,0:05:15.48,Default,,0000,0000,0000,,averaged A and A-minus.
Dialogue: 0,0:05:17.46,0:05:21.91,Default,,0000,0000,0000,,Now, Morris was definitely\Ninspired by this,
Dialogue: 0,0:05:21.91,0:05:25.54,Default,,0000,0000,0000,,but he wanted a more empirical test.
Dialogue: 0,0:05:26.38,0:05:30.08,Default,,0000,0000,0000,,He wrote a New York Times article\Nfeaturing excerpts.
Dialogue: 0,0:05:31.17,0:05:32.78,Default,,0000,0000,0000,,At the end of the article,
Dialogue: 0,0:05:32.78,0:05:35.00,Default,,0000,0000,0000,,readers were asked two questions:
Dialogue: 0,0:05:35.62,0:05:38.47,Default,,0000,0000,0000,,"Is the information in the excerpt true?"
Dialogue: 0,0:05:38.87,0:05:42.21,Default,,0000,0000,0000,,and "How confident are you\Nin your conclusion?"
Dialogue: 0,0:05:42.72,0:05:46.99,Default,,0000,0000,0000,,The twist was readers\Nwere being presented the information
Dialogue: 0,0:05:46.99,0:05:49.40,Default,,0000,0000,0000,,in a different typeface each time.
Dialogue: 0,0:05:50.64,0:05:52.34,Default,,0000,0000,0000,,Not surprisingly,
Dialogue: 0,0:05:52.72,0:05:57.67,Default,,0000,0000,0000,,the excerpts written in Comic Sans\Nwere not very well received.
Dialogue: 0,0:05:57.99,0:05:58.98,Default,,0000,0000,0000,,However,
Dialogue: 0,0:05:59.48,0:06:03.59,Default,,0000,0000,0000,,two seemingly similar serif typefaces
Dialogue: 0,0:06:03.59,0:06:06.89,Default,,0000,0000,0000,,had drastically different results.
Dialogue: 0,0:06:08.45,0:06:11.93,Default,,0000,0000,0000,,Baskerville had the lowest rate\Nof disagreement,
Dialogue: 0,0:06:12.38,0:06:15.99,Default,,0000,0000,0000,,whereas Georgia had the highest.
Dialogue: 0,0:06:17.32,0:06:22.38,Default,,0000,0000,0000,,IBM designers Alessio Laiso\Nand Rick Sobiesiak
Dialogue: 0,0:06:22.38,0:06:23.39,Default,,0000,0000,0000,,wanted to see
Dialogue: 0,0:06:23.39,0:06:28.56,Default,,0000,0000,0000,,if the superiority of Baskerville\Nheld true outside of news articles.
Dialogue: 0,0:06:29.56,0:06:33.22,Default,,0000,0000,0000,,Participants in their test\Nwere given four sites -
Dialogue: 0,0:06:33.85,0:06:35.02,Default,,0000,0000,0000,,a banking,
Dialogue: 0,0:06:35.51,0:06:36.76,Default,,0000,0000,0000,,fitness,
Dialogue: 0,0:06:36.100,0:06:38.26,Default,,0000,0000,0000,,shopping,
Dialogue: 0,0:06:38.44,0:06:39.77,Default,,0000,0000,0000,,a news site -
Dialogue: 0,0:06:39.77,0:06:42.06,Default,,0000,0000,0000,,all in four different typefaces.
Dialogue: 0,0:06:42.35,0:06:45.70,Default,,0000,0000,0000,,They were then asked to rate them
Dialogue: 0,0:06:45.70,0:06:47.76,Default,,0000,0000,0000,,on a scale of trustworthiness,
Dialogue: 0,0:06:48.51,0:06:50.32,Default,,0000,0000,0000,,how appealing they were,
Dialogue: 0,0:06:50.32,0:06:52.49,Default,,0000,0000,0000,,and how easy they were to use.
Dialogue: 0,0:06:52.98,0:06:57.86,Default,,0000,0000,0000,,Overall, Baskerville held its title\Nas the most trustworthy.
Dialogue: 0,0:06:58.48,0:07:00.31,Default,,0000,0000,0000,,But if we look closer,
Dialogue: 0,0:07:00.31,0:07:05.22,Default,,0000,0000,0000,,we see that the fitness site\Nopposed the news site,
Dialogue: 0,0:07:05.22,0:07:08.67,Default,,0000,0000,0000,,naming Baskerville\Nas the least trustworthy
Dialogue: 0,0:07:08.67,0:07:11.58,Default,,0000,0000,0000,,and Fira as the most.
Dialogue: 0,0:07:12.99,0:07:17.78,Default,,0000,0000,0000,,So perhaps typefaces can influence\Nour sense of credibility.
Dialogue: 0,0:07:17.78,0:07:21.30,Default,,0000,0000,0000,,But can they go further\Nand affect our senses?
Dialogue: 0,0:07:22.65,0:07:27.99,Default,,0000,0000,0000,,Researchers Vincent P. Magnini\Nand Seontaik Kim
Dialogue: 0,0:07:27.99,0:07:33.24,Default,,0000,0000,0000,,published research in the International\NJournal of Hospitality Management
Dialogue: 0,0:07:33.24,0:07:36.75,Default,,0000,0000,0000,,indicating that italicized menus
Dialogue: 0,0:07:37.16,0:07:41.45,Default,,0000,0000,0000,,caused potential diners\Nto see a restaurant as more upscale,
Dialogue: 0,0:07:41.45,0:07:45.12,Default,,0000,0000,0000,,with the capability\Nof delivering top-rate service.
Dialogue: 0,0:07:45.96,0:07:49.99,Default,,0000,0000,0000,,Is it possible that this design choice
Dialogue: 0,0:07:49.99,0:07:53.96,Default,,0000,0000,0000,,sets up customers to enjoy this meal
Dialogue: 0,0:07:53.96,0:07:57.48,Default,,0000,0000,0000,,more than one ordered off of another menu?
Dialogue: 0,0:07:58.19,0:08:03.40,Default,,0000,0000,0000,,That this design choice will set up\Na preconceived notion of quality
Dialogue: 0,0:08:03.40,0:08:05.62,Default,,0000,0000,0000,,before they even taste the food?
Dialogue: 0,0:08:08.76,0:08:10.95,Default,,0000,0000,0000,,So before I began my talk,
Dialogue: 0,0:08:10.95,0:08:13.15,Default,,0000,0000,0000,,I gave you a slip of paper.
Dialogue: 0,0:08:13.15,0:08:16.08,Default,,0000,0000,0000,,This slip of paper had a spray of perfume
Dialogue: 0,0:08:16.08,0:08:19.49,Default,,0000,0000,0000,,as well as the logo\Nof that perfume printed on it.
Dialogue: 0,0:08:19.49,0:08:21.98,Default,,0000,0000,0000,,I then asked you to estimate
Dialogue: 0,0:08:21.98,0:08:26.05,Default,,0000,0000,0000,,what a 50-milliliter bottle\Nof this perfume might cost
Dialogue: 0,0:08:26.05,0:08:29.64,Default,,0000,0000,0000,,and rate its quality\Non a scale of 1 to 100
Dialogue: 0,0:08:29.64,0:08:31.87,Default,,0000,0000,0000,,via a live online poll.
Dialogue: 0,0:08:32.31,0:08:34.67,Default,,0000,0000,0000,,So these are the results.
Dialogue: 0,0:08:35.81,0:08:39.27,Default,,0000,0000,0000,,The more cheesy-looking sans serif logo
Dialogue: 0,0:08:39.27,0:08:45.98,Default,,0000,0000,0000,,had an even spread of votes\Namong the lower brackets of price scales,
Dialogue: 0,0:08:46.37,0:08:48.34,Default,,0000,0000,0000,,whereas if we look over here,
Dialogue: 0,0:08:48.34,0:08:53.60,Default,,0000,0000,0000,,the large majority for the script logo
Dialogue: 0,0:08:53.60,0:09:00.51,Default,,0000,0000,0000,,rested in the 150 to 300 RMB,\Nor 22 dollar to 45 dollar, price points.
Dialogue: 0,0:09:01.29,0:09:04.83,Default,,0000,0000,0000,,Additionally, we can see\Na difference in the rate of quality.
Dialogue: 0,0:09:04.83,0:09:07.82,Default,,0000,0000,0000,,Those that were given\Nthe cheesy-looking logo
Dialogue: 0,0:09:07.82,0:09:13.76,Default,,0000,0000,0000,,had a quality estimate median of 48.9%,
Dialogue: 0,0:09:14.37,0:09:16.61,Default,,0000,0000,0000,,but those that were given the script
Dialogue: 0,0:09:16.61,0:09:19.68,Default,,0000,0000,0000,,sat at 57.1% -
Dialogue: 0,0:09:19.68,0:09:24.28,Default,,0000,0000,0000,,nearly a 10% difference\Nin quality estimation.
Dialogue: 0,0:09:24.88,0:09:28.83,Default,,0000,0000,0000,,These two fictitious brands\Nhave the same name.
Dialogue: 0,0:09:29.30,0:09:32.71,Default,,0000,0000,0000,,In fact, all strips of paper
Dialogue: 0,0:09:32.71,0:09:38.93,Default,,0000,0000,0000,,were sprayed with the same 2 dollar,\N15 RMB, bottle of perfume.
Dialogue: 0,0:09:39.30,0:09:43.84,Default,,0000,0000,0000,,The only difference\Nis the typeface of the logo.
Dialogue: 0,0:09:46.06,0:09:50.26,Default,,0000,0000,0000,,How can we be more cognizant\Nof this persuasive messaging?
Dialogue: 0,0:09:50.97,0:09:56.88,Default,,0000,0000,0000,,Is there a way that we can see past\Nthe implications these typefaces give us
Dialogue: 0,0:09:56.88,0:09:59.60,Default,,0000,0000,0000,,to judge in a more objective way?
Dialogue: 0,0:10:01.19,0:10:03.40,Default,,0000,0000,0000,,Before you make your next purchase,
Dialogue: 0,0:10:03.40,0:10:04.76,Default,,0000,0000,0000,,ask yourself:
Dialogue: 0,0:10:05.25,0:10:08.62,Default,,0000,0000,0000,,are you buying the product\Nor the packaging?
Dialogue: 0,0:10:08.92,0:10:10.03,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:10:10.03,0:10:12.22,Default,,0000,0000,0000,,(Applause)