Un­ex­pected im­pact of font choice

First For Women - - Insight -

Pick­ing up preprinted signs for your garage sale could draw in a big­ger crowd than if you hand­write the ads on poster board (even though your bub­ble let­ters are much pret­tier!), sug­gest re­searchers in the United King­dom. In their study, vol­un­teers looked at dif­fer­ent ver­sions of posters ad­ver­tis­ing the same health pro­gram. The sur­pris­ing find­ings: The study sub­jects were more likely to con­nect with the posters that used sim­pler fonts than those with a more com­plex de­sign. It seems no-frills, easy-toread text is less work for read­ers, im­prov­ing the like­li­hood that they’ll buy into your of­fer­ings.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.