It 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?