Elaine Fogel

Do you want customers to buy your products or services? How about donors to make a gift to your charity or members to join your association? Well, then use simple fonts in your communications!

In Roger Dooley’s Neuromarketing blog, he cites a study by Hyunjin Song and Norbert Schwarz that shows 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.

Bottom line of the research…

The clear takeaway is that if you need to convince a customer, client, or donor to perform some kind of task, you should describe that task in a simple, easy to read font. Since this phenomenon is related to the concept of cognitive fluency, you should also make the type size easy to read and use simple words and sentence structure. These steps will minimize the perceived effort needed to accomplish the task, and your success rate will increase.

Got any case studies to share? Or, are you still using a flowery font because it looks nice?

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