Really interesting article on fonts and how they are read on the screen vs. reading on paper.

http://www.sitepoint.com/article/anatomy-web-fonts

Most, if not everything, I've read about marketing online recommonds serif fonts. Of course this guy isn't a marketer...

Also included is a lot of technical stuff about how characters are rendered on the screen and how to best present text online.

What do you think?

the online gurus are wrong about serif fonts for text for online pages. if you spend anytime online you can see how much cleaner and clearer sans serif fonts are.

for offline stuff...books, magazines, direct mail pieces it really doesn't matter whether you use serif or sans serif for text. there have been a number of studies done over the years trying to find out which is easier to read and there is no clear winner.

many magazines are typeset in sans serif fonts. over 1/2 of "Men's Health" is sans serif. almost all (if not all) of "FHM" is sans serif. "Wired" has been typeset in sans serif fonts for years. there are others, but i don't have them in front of me.

i was taught by designers and marketers to use serif fonts for text in the days before the internet. but if you look at those studies you'll realize it really doesn't matter.

i prefer sans serif for all online work and most offline work, but i do love the serif font apple computer made famous in the early 90s and that's garamond condensed. times roman to me is so BORING i refuse to use it on anything.

J-

I've been using sans serif both online and off since 1989. I hate serif fonts.

I particularly hate them on screen.

But then I'm kinda futuristic and ahead of my time anyways.

Jane

it's worth a test... but i doubt it impacts response.

at least, not as significantly as the offer, the copy and the price will.