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โครงการรวบรวมและจัดทําเอกสารวารสารอิเล็กทรอนิกส์ มหาวิทยาลัยเกษตรศาสตร์

ปีที่ 19 ฉบับที่ 1 (มกราคม-มิถุนายน 2555) 115

typeface design of Thai fonts. The researcher undertook a survey using the
typeface mentioned which was displayed as 4 types of graphic media;
publication graphic, graphic on package; graphic on screen; and

environmental graphic. The results of the survey found that the use of the
roman-like typeface as the main body of text when used in a small font size
as well as being justified and in bold the typeface as considered the case for
the principle of reading; this had an effect on both the legibility and
readability. So the results of the research in using the roman-like typeface as
the main body text found that there are 4 causes as follows; 1) It feels like it

is more popular to use and more modern because the typeface mentioned is
taken from the roman typeface and this gives it a more advanced feel than
the Thai case which is seen as being more backwards. 2) The limitations and
influence in business especially in areas of advertising various products with
the direction the brand identity, which may be assigned from the parent

company in another country and change it. 3) It is used deliberately when
they don’t want the information to be read for the concealment of information
to consumers. This is shown clearly in the case of a product's nutritional
information or terms / conditions in the purchase of goods and services.
Roman typeface is often used in a small font size and a long line length
placement, resulting in the majority of consumers not wishing to read it. The

researcher sees this as an important ethical issue of design, designers must
take into account. 4) Progressive ideas and beliefs; there are those that
believe existing typefaces should be adapted and that if the Thai typeface is
to be continually Romanized then people will become more accustomed to
reading it. The researcher thinks that this is an issue that needs to be

investigated through further empirical evidence.