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Serifs, Fonts and Font Size
Rick Henkin
Let's talk about serifs, fonts, and font sizes. There's not much point spending a lot of time crafting your message if it's difficult for your users to read. Skip to VideoDifference between serif and sans serif (non-serif) fonts:The difference is the little line that finishes off the main strokes of a letter. They appear in serif but not in sans serif fonts. Most print publications, like books, magazines and newspapers, use serif fonts because they are considered easier for us to read as the eye follows the serif from one letter to the next. Most websites use sans serif fonts because they're considered easier to read on a computer monitor. Why the difference?The number of dots per inch which a computer monitor can display is only about 75-130, while paper can display anywhere from 600 to 3000 dots per inch depending on the quality of the paper. The more dots per inch, the higher the resolution. Because the resolution on the web is lower, serif fonts tend to lose their sharpness around the edges. making it harder to read the text. If you look at the websites of major companies like Yahoo, Amazon, Apple, and Microsoft, you'll see that they all use sans serif fonts. I think it's a good bet that these companies know what they're doing with respect to the display of their websites. Which fonts should you use?Studies have shown that the most readable font, even in small type, is the one you're reading now. It's called Verdana. Other good fonts are Arial and Trebuchet MS. All of these are usually installed on your user's computers or browsers, a very important consideration. Don't use out-of-the-ordinary fonts, even if they're sans serif. Your users may not have them installed. Which font size should you use?A good rule of thumb is to make your text size 12 points (we're not talking about headings or subheadings here). If your target market is younger and has better eyesight then you might go with 10 point font. If they are seniors, who most likely wear reading glasses, you might consider 14 point font. Different fonts will look larger or smaller, even at the same size. Again, looking at your website from your client's perspective, you should also consider making your font size scalable, so that they can adjust the size depending on their needs. By using san serif fonts and paying attention to font style and size, you make it much easier for your user to read your message, and much easier for you to hold their attention as you move them along the conversion path from visitor to customer. Watch the video and learn more:
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