The esthetic preference of Chinese typefaces – An event-related potential study

• We investigate the esthetic preference of Chinese characters׳ typefaces.
• Disliked typefaces trigger more positive ERP waves than liked and neutral ones.
• People make a rapid, implicit esthetic preference to Chinese characters׳ typefaces.

Emotional stimuli such as pictures, logos, geometric shapes, etc can evoke human esthetic preference from previous neuroesthetic studies. Chinese characters can be considered as emotional stimuli as they have an important property: typeface. Intuitively, the emotional meaning of Chinese characters can cause esthetic preference. However, whether a typeface can cause esthetic preference or not from an empirical perspective is still unknown. To address this issue, participants׳ event-related potential (ERP) waves are recorded while they are presented a series of Chinese characters in different typefaces. Participants are asked to distinguish specific target from the others. Afterwards, from the Chinese characters presented in this task, participants are asked individually to select the characters they like the most and dislike the most. By recording the ERP responses (a response of implicit preference to Chinese characters themselves) during the experiment to different typefaces of Chinese characters, we find a significant difference between disliked and all characters in the frontal–central area in the 200–300 ms window after the stimulus׳ onset. In the 400–600 ms window, after the stimulus׳ onset, a significant bias for disliked characters emerges in frontal, central, parietal and occipital areas. Our results suggest that people could make a rapid, implicit esthetic preference for the typefaces of Chinese characters.