Bad type equals better ads

Posted: November 5, 2012 in Uncategorized
Tags: , ,

In my years of experience, I have always been a stickler for type. I love the way type can create a mood, set a tone and call a viewer to attention. I can remember sitting for hours with art directors kerning, spacing and changing type styles in order to make print ads stand out on the page. I always tried to match the style of the type to the message of the ad.
But I may have been dead wrong.
Psychologists at Princeton University have found that students remembered reading materials far better when it was printed in an ugly font.
As with most research the reasons seemed unclear, but was evident were the results.
It brings into question the age-old art of typesetting and it offers an opportunity to tune your type to this newly unveiled research.

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