Psychology Works

Chauncey Newell Allen '24, Dartmouth Professor of Psychology, wrote "Hand Lettering—tells a story for advertisers" which appeared in the February 27th edition of Printers'Ink and one of the first to be sold on his idea was the Wesley an University Class of 1917. An amateur member of the reunion and reunion gift committee went to work on copy, layout and execution and. although complete results will not be available until May, his hand lettering job is reported to have had the psychological effect of breaking down reading resistance.

Professor Allen's article showed that hand lettering in advertising has four possible advantages in consciously or unconsciously affecting the customer. It is arresting, it can identify the brand or organization, it can be informative, and it is flexible.