PurposeThis study aims to test the possible correlation between the letter height-to-width ratio and consumers' perception of cuteness. Design/methodology/approachThrough the design of three groups of experimental questionnaires, this paper carried out experiments on subjects with different professional backgrounds. FindingsThe result shows that perceived cuteness is only beneficial for consumers who adopt communal relationship (rather than exchange relationship) with the brand. Compared to consumers who adopt communal relationship with brands, letters of lower height-to-width ratio are percei...
