It is known that typefaces influences evaluation of products by consumers. In our previous study, we examined how consumers’ choice behavior changed according to the used typeface, and clarified that using a different type of typeface for the word of the taste in the product presentation induce customers to select the product. However, the previous study has not clarified why changing typefaces induce selection of particular tastes. In this paper, we investigate impressions of typefaces and impressions of products’ taste. In particular, we aim to clarify whether product selection is induced when the impression value of the typeface and the impression value of the taste are similar.