What the Font! The Role of Handwritten Font in Course Interest, Student Inference, and Learning Outcome

The influence of fonts in marketing education may be underestimated as font usage/selection may benefit both department programs and courses in terms of attracting students and enhancing student learning outcomes. Across four studies, this research examines the effects of handwritten fonts on student inferences from course information. A course description presented in handwritten fonts appears more interesting than information in regular fonts. As a result, students like a course more and show more favorable behavioral intentions when it is described in handwritten fonts. Consistently, handwritten fonts improve recalling performances and student engagement in class activities, further indicating that they attract learners. Implications for understanding the effects in the contexts of student recruitment, course presentation, and pedagogical practice are discussed.