The engagement
Financial institutions invest heavily in brand design, but the connection between visual presentation and consumer trust is rarely quantified. Monotype wanted independent evidence about how typography and design choices — including legibility of fine print — affected the trust consumers placed in financial brands.
The research approach
CITE Research surveyed both consumers and financial services marketers, examining the factors that drove trust in financial institutions, the role of design and typography, and the specific elements — such as fine print legibility — that shaped brand perception.
From findings to impact
The research found that 49% of consumers cited trust as the most important factor when choosing a financial institution, and 65% said legible fine print made a brand more trustworthy. Monotype used the findings to support its content programme and conversations with financial services clients.
Highlighted result
49% of consumers named trust as the top factor in choosing a financial institution — and legible fine print was a key driver.
Methodology
CITE Research conducted the survey on behalf of Monotype among consumers and financial services marketers.