Although studies have shown that of pictorial imagery is easier for consumers to process and understand, the choice of typography remains an indispensable element of product design. Handwritten and scripted fonts are associated with individuality, femininity, and luxury while sans serif fonts embody energy, cleanliness, and modernity. Font size has also been shown to have a direct correlation on the emotional attributes assigned to a product. One study has shown that larger type size and weight is perceived as more intimidating and authoritative. Although imagery reigns supreme in product design, it is important to note that type is processed just as easily as pictorial information when the consumer is already familiar with the product.