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How Brain Science Turns Browsers into Buyers: SXSW Recap

If you were one of the many folks at SXSW who weren’t able to get into the room to view Sunday’s SXSW panel, How Brain Science Turns Browsers into Buyers, or if you weren’t at SXSW at all, here’s […]

By |March 13th, 2012|

Fancy Fonts Boost Recall

If you want someone to remember your information, should you use a simple, easy to read font or one that is more complicated and difficult to read? Most people would guess that simplicity is best; after all, we know that simple fonts convince better. Surprisingly, though, those who opted for simplicity would be wrong. […]

By |December 13th, 2010|

When Fancy Fonts Work

Now that you followed my advice in Convince With Simple Fonts and eliminated complicated fonts from your websites and printed material, I’m going to tell you that there is one situation where fancy, hard to read fonts can actually […]

By |March 15th, 2010|

Convince with Simple Fonts

Do you need to convince a customer to complete an application form? Or, for a non-profit, do you need volunteers for a charity event? In both cases, you will be more successful if you describe the task in a simple, easy to read typeface. Research by Hyunjin Song and Norbert Schwarz shows that the way we perceive information can be affected dramatically by how simple or complex the font is. In particular, their work found that a simple font was more likely to get the readers to make a commitment. Here’s the whole story… […]

By |March 4th, 2010|