the importance of font.

Let me start out by saying that I really like fonts. Simple, clean fonts. They make me happy.

Okay, so now we have that out of the way, I would like to discuss the impact of fonts. As a marketer, simple fonts can make your life simpler. This notion seems like common sense, but it is now backed by research. Hyunjin Song and Norber Schwar recently published a study which demonstrated a direct correlation between how complex a font is and how likely people were to make a commitment.

They set up an experiment where they had two test groups who were asked to estimate the amount of time it would take to complete a task and then based on that estimate asked how likely they would be to commit to doing the task.

They found that the more complex the font was, the greater the amount of time participants estimated the task would take. Hence, the less likely they would be to commit to completing a task, in this case, a recipe.

Study participants "predicted that preparing the recipe would require less time when the font was easy to read than when the font was difficult to read. Moreover, they reported a higher willingness to prepare the recipe themselves when the font was easy to read." Read the full research article here via Neuromarketing.

So, as a marketer, if you need to convince someone to commit to something, sign-up for something or just do something, use a simple, easy to read font to get results.