Over the years I have been studying marketing quite intensely. One thing I learned is things change or evolve.

A recent study from Princeton University just slapped me upside the head… along
with many of experts who know advertising inside and out.

I was taught that you want the wording on your ads to be as clear and simple to read as humanly possible… while there is obvious logic to that it has one huge draw back, its easily forgotten.

In this groundbreaking discovery (and believe me, its important) using harder to read fonts increase recollection more than 'simple' fonts. A simple font is Ariel or Times Roman, for instance.

They tested the fonts and found that a Comic Sans Italic beat out an Ariel at retention.

Ariel-

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Comic Sans Italic-

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One important thing to remember is to use caution and not try to use something very hard to read, or it will stop them from reading (like cursive fonts)

Also, do not use too many fonts on your ads or website, no more than three. Too many fonts make your ad look messy. It breaks concentration and reading it is chaotic.

have a good one

Paul McQuillan

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