WHEN TO DIAGONALLY TILT YOUR TEXT

Summary from the TLDR Marketing newsletter

Tilting text or logos upward (bottom-left to top-right) signals energy and activity, while tilting downward (top-left to bottom-right) conveys calmness and relaxation. Experiments showed people were 44.5% more likely to buy exercise-related products with upward-tilting logos. Resorts marketed as adventurous saw a 20.6% higher likelihood of booking with upward-tilted ads, while relaxing resorts were preferred 17.7% more with downward-tilted text. The effect works for both text and logos but not for images. Horizontally flat logos are best if neither energy nor relaxation is emphasized.