Marketing Advisor Update

Sales and marketing tips, insights and advice for service businesses amd companies selling complex or technical products.

Thursday, January 12, 2006

Font size and style does matter

An interesting report from from Tracy A. Gill of Target Marketing Magazine on a book by Colin Wheildon makes the following points about how some fonts are easier to read than others:

1) 67% of people have good comprehension with serif font, compared to 65% who rated their comprehesion when reading sans-serif font as poor.

2) When comparing Times New Roman standard versus bold, the results showed that the stndard Roman font showed 70% good comprehesion, compared to 30% for the Bold font. And 50% of readers rated their comprehension of bold font as poor.

Sans-serif - is without the little 'feet' on the letters. Arial (like this) is a sans-serif font.
Serif font - Times New Roman (like this) is a serif font

Bold is like this
Standard (Roman) is like this

Lesson -
Serif fonts are generally easier on the eye than sans-serif, and using too much bold can make the text harder to read.

However -
I recall earlier research that said for online/computer reading, a sans-serif font is easier to read than a font with serifs. That still seems to work for me. Sans-serif fonts are much more common on web sites (Arial and Verdana in particular).


  • At 4:23 AM, Blogger perlissima said…

    I've always thought that Times New Roman was boring. I use tahoma, arial and verdana which are my favs.


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