![]() In addition to this, many factors can come into play when it comes to choosing a typeface, including aspects of visual design and branding. It did not involve users actively engaging with the products. It was only structured around direct questions on a direct comparison of design alternatives. This experiment certainly is not the end of all studies on typography and UX. For “appealing”, again the sans-serif typefaces perform better, although with a smaller difference than what had happened for “easy to use”, so this result is not statistically significant (the difference is too small to know whether this result is due to a real difference or to chance). The result for “easy to use” is quite different, with the sans-serif fonts performing better, and Baskerville getting the smallest number of preferences. If we add up the votes for “trustworthy”, we see that again, Baskerville has the best rating. The resultsĬonsistent with previous studies in this field, the results say that the typefaces used make a measurable difference. The order in which the websites appeared was randomized for each participant. They were asked which of the 4 versions appeared to be the most trustworthy, easy to use, and appealing there was also a “not sure” option. The participants were shown 4 versions of each site, each version using one of the 4 different fonts. The study was a relatively simple survey of 73 participants from 17 countries. The owners of the original sites are in no way affiliated with the experiment. The experimentįor the experiment I picked 4 different typefaces: a transitional serif (Baskerville), a humanist sans (Fira Sans), a grotesque sans (Helvetica), and a slab serif (Roboto Slab). In October 2016, with the help of my colleague Rick Sobiesiak, I set up an experiment to get data about how different typefaces perform for different types of products. However, it is limited to one kind of text: an article in a specific newspaper. The results show that readers were more likely to agree with an essay if the font used was Baskerville, rather than other fonts such as Comic Sans and Helvetica.Ĭonsidering these findings, can we state once and for all that we should use Baskerville whenever we want to persuade our audience? The experiment by Errol Morris is certainly interesting, and makes a great point of proving how typography does make a subconscious yet tangible difference to readers. ![]() One of these experiments was conducted in 2013 by filmmaker and author Errol Morris and the New York Times. Many experiments have shown how different typefaces can make a message more or less trustworthy and appealing to readers. Graphic designers have always used typography to visually connote written language, conveying aspects like mood, personality and age. Is Baskerville really the most trustworthy typeface you can use?
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