W. G. Haase

Publication Date


Document Type


First Advisor

Hendrickson, William J.||Arnold, Don W. (Don Woodrow), 1914-

Degree Name

M.S. (Master of Science)

Legacy Department

Department of Business Administration


Market surveys; Printing--Specimens


The aim of this study was to determine whether or not consumers trend to associate specific forms of lettering on packages with given characteristics concerning the product and the consumer. A test was constructed using the seven basic forms of lettering arranged in five pairs of the letters AEIOU, and related to fifteen characteristics of products and consumers. A pilot study was made by administration of the test to a convenience sample of 130 Chicagoland consumers, in order to check the applicability of the test. The test was then given to a random sample of 125 northern Illinois University students, chosen from the IBM lists of students for the second semester of the 1961-1962 academic year. Of the 125 students chosen in the random sample, 104 responded. Response to the test could take the fore of selection of either of the two groups of letters in the pair, or neither one. The result of this evaluation was planed in a table and individual bar graphs were made for the response to each separate characteristic. Significance of the responses was ascertained through the Chi square method. Seventy-five separate response patterns were collected (15 characteristics for each of the live pairs of letters) from each of the 104 respondents. The Chi square test indicated that only eight of these response patterns would occur more than once in one hundred times through chance. On the basis of this evidence the conclusion was reached that those people tested did respond to the formal execution of lettering as presented in this study.


Includes bibliographical references.||Includes illustrations.


v, 49 pages




Northern Illinois University

Rights Statement

In Copyright

Rights Statement 2

NIU theses are protected by copyright. They may be viewed from Huskie Commons for any purpose, but reproduction or distribution in any format is prohibited without the written permission of the authors.

Media Type