A article by Hyunjin Song and Norbert Schwarz
explains that
the easier a font is to read,
the more likely a person is to make a decision.
Novemsky’s study in 2007 showed
that 41 percent of participants
delayed making a choice of cordless phone
when the font was difficult to read
vs
17 per cent of participants
when the font was easy to read.
In another study,
when participants were presented instructions
in Arial, an easy-to-read print font,
they estimated that
the exercise would take 8.2 minutes to complete.
When the instructions were presented
in a difficult-to-read print font,
the estimate was 15.1 minutes,
nearly twice as long.
Do you want your prospect to take action?
Present your proposal or sales letter
in an easy-to-read font.
Leave the fancy fonts
to businesses not needing the sales.