Convention. As children we are taught that certain shapes have certain meanings; for example, a pencil is always recognised by its shape. These conventions are locked in our minds very strongly and,...

Convention. As children we are taught that certain shapes have certain meanings; for example, a pencil is always recognised by its shape. These conventions are locked in our minds very strongly and, if a picture goes against these conventions, we get confused. Devices such as reversed-out copy, white on black, will lower response because we are not used to reading this way. Similarly, certain typefaces have greater credibility. For example, times new roman appears authoritative and handwritten signatures look more credible, and this is why in certain instances they work to drive response. Contrary to popular belief, handwritten-style signatures are not used because they fool readers into believing they have had a letter personally signed by the chairperson. They are used because that is what convention demands.