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Seeing what you get: A comparison of newspapers’ visual brand personalities and consumer perceptions
Unformatted Document Text:  letter. Rendered in black and white, the paper’s logo uses no additional colors. The Washington Post does not run any teasers near the nameplate. However, the paper does have a large teaser-footer. Surprisingly modern, the teaser-footer uses a red accent color, decorative fonts, photo cutouts, a sans serif font and ample white space, creating a large amount of visual interest compared to the rest of the paper. Like The New York Times, a large, color photograph appears at the top of each issue of The Washington Post. In most issues, a second smaller photograph runs below the fold. Info-graphics rarely appear on the paper’s front page. A small, color picture icon runs in the header of each issue illustrating the day’s weather. Several additional small, color photographs or illustrations run in each day’s teaser-footer. The Washington Post’s only regular spot color is a saturated red used for the section titles in the teaser-footer. The Washington Post usually runs five stories on the front page. However, the layout changes daily. Except for the header, a large above-fold photograph and a teaser-footer, The Washington Post does not run any standard features. RQ2, which seeks to compare consumers’ perceptions of brand personality to current visual branding strategies, was answered using a t-test. Relying on visual aids rather than solely on recall affected respondents’ rankings for each of the five brand personality traits. Unaided respondents ranked newspapers as having significantly more personality when they were working from memory (sincerity F = 8.27, p < .001; excitement F = 2.84, p < .001; competence F = 23.03, p < .001; sophistication F = 7.22, p < .001; ruggedness F = 0.97, p < .05). 19

Authors: Jewett, Adriane. and Reinardy, Scott.
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background image
letter.  Rendered in black and white, the paper’s logo uses no additional colors.
The Washington Post does not run any teasers near the nameplate.  However, 
the paper does have a large teaser-footer.  Surprisingly modern, the teaser-footer uses 
a red accent color, decorative fonts, photo cutouts, a sans serif font and ample white 
space, creating a large amount of visual interest compared to the rest of the paper. 
Like The New York Times, a large, color photograph appears at the top of 
each issue of The Washington Post.  In most issues, a second smaller photograph runs 
below the fold.  Info-graphics rarely appear on the paper’s front page.  A small, color 
picture icon runs in the header of each issue illustrating the day’s weather. Several 
additional small, color photographs or illustrations run in each day’s teaser-footer. 
The Washington Post’s only regular spot color is a saturated red used for the section 
titles in the teaser-footer. 
The Washington Post usually runs five stories on the front page.  However, 
the layout changes daily.  Except for the header, a large above-fold photograph and a 
teaser-footer, The Washington Post does not run any standard features.
RQ2, which seeks to compare consumers’ perceptions of brand personality to 
current visual branding strategies, was answered using a t-test.
 Relying on visual aids rather than solely on recall affected respondents’ 
rankings for each of the five brand personality traits.  Unaided respondents ranked 
newspapers as having significantly more personality when they were working from 
memory (sincerity = 8.27, < .001; excitement F = 2.84, < .001; competence F 
23.03, < .001; sophistication = 7.22, < .001; ruggedness = 0.97, < .05). 
19


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