Unexpected impact of font choice
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.