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FutureNow Post
Tuesday, Mar. 20, 2007 at 5:16 am

What Have You Done With Your Font Lately?

By Bryan Eisenberg
March 20th, 2007

quillIt isn’t often we have found that choice in font face has an impact on conversion, but it does happen. Choice of font face is another non-verbal design communications choice; like color, size, or proximity. Over at Usability News, a free web newsletter that’s produced by the Software Usability Research Laboratory (SURL), they’ve just completed a study on The Effect of Typeface on the Perception of Email.

The results from this study suggest there is a relationship between typeface selection and the reader’s perception of an email. The email presented in the typeface that was judged in previous studies to be low in appropriateness for email (Gigi) was perceived to be less stable, less practical, more rebellious, and more youthful than either Calibri (highly appropriate) or Comic Sans (moderately appropriate). This finding suggests that documents presented in typefaces that are viewed as less appropriate are seen as less serious and less professional in nature….

Have you experimented with fonts in your emails or on your website? Notice any impact on conversion? Are you willing to share?

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Comments (11)

  1. I think fonts might have impact on conversion from one other point of view. Some fonts are simply more readable than others. With some fonts your eye slides over the content and the text flows much more smoothly. So if your customers read more, engage more, they’ll convert more…

  2. I totally agree that the font and size create a difference……I am focusing on a 5o+ niche offering educational teleclsses for learning and connecting. I have choses a clean and simple font plus I have created a very clean, clear website for easy understanding…… So nice when people focus their font for their readers…Thank YOU. Barbara

  3. The bottom line is “the results did not find significant differences between the moderately and highly appropriate typefaces”, which basically means “just don’t screw up” and don’t use Comic Sans if you are a bank. Also, you can’t do much with fonts on the net unless you are working with graphics. There is no decent cross-browser support for font embedding. By “decent” I mean font embedding that would work properly at least with IE and Mozilla browsers, would not make users download plug-ins and would not require too much extra code from developers.

  4. [...] Fonts 7) Choice of font 8) Readability: how easy are your fonts to read? 9) To bold or not to bold… [...]

  5. I usually make sure my font matches the Google AdSense font.

  6. I pretty much stick with Arial because it’s clean and easy to read on any size monitor in all the various resolution settings.

  7. Have you tested each one to see the impact of another font though?

  8. The Google Website Optimizer is good for testing fonts. Just make the font family an inline CSS style within your variation.

  9. Hey, Bryan.

    I was just wondering if that beautiful quill was copywrite protected, or if you knew the name of the person who made the image, that sort of thing. Any info would be helpful. Thanks!


  10. Paul the image is from

  11. Nice & unformative. Iuse Arial (as Google site does) or Verdana (as WS.Net uses). However, does it matter so much?
    Main thing is content-original & relevant.

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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