AbstractThis study aims to explore the relation of affective feelings to typefaces and colors. Two experiments were conducted. The first experiment used 74 typefaces to investigate the affective feelings of typefaces. The second experiment used 72‐colored typefaces to investigate the influence of both colors and typefaces on affective feelings. The results showed the affective feelings for typefaces can be described by appearance and evaluation factors. The characteristic of serif and the print/handwriting look were found to be the criteria classifying the typefaces. Furthermore, the regression models for eight affective feelings were developed. These models showed that the typefaces were more influential than colors on the feelings of “complex–simple,” “beautiful–ugly,” “luxury–plain,” “active–passive,” “causal–regular,” and “like–dislike.” In comparison with typeface, color was more influential on “friendly–serious” and “soft–hard” feelings. © 2011 Wiley Periodicals, Inc. Col Res Appl, 2012