![]() ![]() If fact, people who were given the sans serif typeface noted, “ continually had to backtrack to regain comprehension." They concluded that only 12 percent of people were able to read the sans serif paragraph and effectively comprehend the information, while 67 percent were able to read the serif text successfully. In his book, Ca$hvertising, Drew Eric Whitman refers to a 1986 study in which researchers analyzed the readability of different fonts. Jennifer Alvey of Word Solutions writes, “If you’re in a print world, serif fonts are generally more readable the added strokes help lead the eye from letter to letter.” Conversely, when presenting text on an online medium, sans serif typefaces are easier to read as the edges of the letters have a higher contrast on a screen. Other people find sans serif fonts easier to read because there is more white space. In an interview with BBC News, director of Monotype Imaging, Julie Strawson, stated that some people prefer to use serif fonts because the eyes naturally link the letters. Sans serif fonts are most commonly used in headlines whereas serif typefaces are reserved for the paragraph text. In most websites, emails, and print marketing, companies use both serif and sans serif fonts, but for very different bodies of content. Conversely, large text can look awkward and messy. Microscopic words will make a prospective client move to a company that has content that’s easier on the eyes. Marketing strategist N ancy Wagner writes, “Use a unified set of fonts in all of your marketing messages and you’ll grab your prospects' attention and encourage them to buy.” The size of the typeface should also be picked carefully. ![]() Haley states that they “frequently reflect an aspect of culture - such as tattoos or graffiti - or evoke a particular state of mind, time period, or theme.” Blackletter types, according to designer, illustrator, and instructor Jennifer Farley, are used in the New York Times logo, the Corona Extra beer logo, and the Disneyland sign.įinally, there are multiple decorative styles that are used mostly for headlines and signs rather than blocks of text. It can be identified by its thick and thin strokes and swirly serifs. The most popular sub-category of script is calligraphy, in which heavy and light brush or pen strokes are used to create a cursive-looking, more formal aesthetic.īlackletter typeface is one of the most popular types of script. These fonts were created in the 17th century from unique writing styles. The easy-to-read print styles that fall into this category include: The grotesque sans serif fonts were the “first commercially popular sans serif typefaces,” according to Haley. Letters in sans serif typefaces are more rounded and have curved strokes. Serif typefaces originated in the late 15th century and use strokes and brackets to create very clean-cut letters. According to Allan Haley, Director of Words and Letters at Monotype Imaging, fonts can be categorized into four groups: serif, sans serif, script, and decorative styles. ![]()
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