This investigation has as a main objective expand the knowledge we have about the influence of the typography in the communicative efficiency, therefore we intend to analyse in which level the typography can alter or condition the efficiency of the graphic message and how can we obtain different formal approach with different communicative efficiencies.

To do this, a quantitative methodology of experimental type is followed through  a dichotomous response questionnaire and a non-probabilistic sample of convenience and snow ball formed by 60 subjects are used. In the questionnaire, the different study variables are evaluated through various questions in which they are shown different completely unknown and exclusively typographical marks constructed with different styles and typographic families.

Once the results have been extracted and analysed through a statistical analysis in which, for each of the hypotheses, a Chi-square contrast test has been carried out, it was verified that style and family typography can alter or condition the preference to a brand and, also, that there is a precedence between the different typography styles.