The Psychology of a Slant: How Typography Can Drive Urgency and Clicks
Performance Media is full of levers. Some are obvious, such as bidding strategies, targeting settings, and placements. Others hide in plain sight, like typography.
It turns out that the way text tilts can tilt behaviour, too.
A study published in the Journal of Retailing found that right-slanted italic fonts make promotional content feel more urgent. That increase in urgency leads to real-world lifts in action.
Across seven experiments and more than 2,000 participants, researchers found:
- A 41.6% spike in FOMO (Fear of Missing Out) for gift card promotions
- Triple the email click rate in a Starbucks offer using italics
- A 27.4% rise in perceived urgency
The psychology behind this is called dynamic mental imagery. A right slant implies movement, which we subconsciously link to passing time. The words don’t change, but the format quietly suggests: act now.
Why This Works Best on Platforms Like Meta
People are already hunting for answers on Google Search. Their intent is active. Meta’s platforms are different. Users are in scroll mode. Passive. Unfocused. There’s no built-in desire to click.
This is where formatting can pull its weight.
While native ad platforms like Meta and Google don’t let you style fonts in copy, you can still inject urgency through design. Italicised words in your image or video assets act as visual cues. They add pressure without needing to shout.
It’s a minor detail. But performance often lives in the margins.
When and Where to Use It
This tactic works best when urgency is real, not manufactured. Use it to amplify moments that already demand attention:
- Flash sales or low-stock promotions
- Gift card or bundle deals
- Buy-One-Get-One offers
- Campaigns with fixed timelines (e.g. “Sale ends in 24 hours”)
As with any tool, don’t overuse it. The slant loses its edge when everything feels urgent. Reserve it for offers that truly warrant action.
Final Thoughts
Format and style can be easy to overlook in performance marketing. But how you present a message can matter as much as what you say.
Your typography choices won’t save a weak offer, of course. But when paired with a strong offer, it becomes a quiet cue for your target audience to act.
Next time you run a time-sensitive campaign, don’t rewrite your copy. Tilt it.