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Which fonts to choose to encourage action

 if_it_is_hard_to_read.jpgAs a magazine publisher - for over 20 years - I saw first hand the negative impact fancy fonts could have on a person's inclination to read... or not.

There are significant risks associated with making text more difficult to read through font choice.

A study by Hyunjin Song and Norbert Schwarz published in Psychological Sciences explains that if people find reading and absorbing instructions difficult they are likely to assume that the behaviour thye're being asked to perform will be as difficult:

"participants reported that the behavior would take more time, would feel less fluent and natural, and would require more skill, and hence were less willing to engage in it when the instructions were printed in a difficult-to-read font".

Don't add to your marketing challenges - choose the right fonts.

Best Print fonts for readability have been shown in studies to be serif fonts (a serif is the small decorative line added as embellishment to the basic form of the letter).
A 1986 study of fonts printed on paper showed 12% of participants comprehended a paragraph set in sans-serif type compared with 67% who read the same paragraph in serif typeface.

Advertising legend David Ogilvy preferred the Century family, Caslon, Baskerville, and Jenson.

The Best Online Fonts for legibility, according to a 2002 study conducted by the Software Usability and Research Laboratory, were Arial, Courier, and Verdana. They found that the most preferred font overall was Verdana and the least preferred was Times New Roman.  In addition at 10-point size, Verdana is preferred and while at 12-point size, Arial was preferred.

Thie infographic below gives you a quick overview of how fonts make people feel and colours to get you started.
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The Tangello Group

With more than 25 years experience with content marketing in print magazines and online we can help you attract, convert, close and delight your ideal clients.

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