Is it kind of hilarious that fonts can have a serious effect on whether something is perceived as trustworthy? Other friendly, relaxed, but still professional san-serif fonts that will lend themselves to trustworthiness: The tone of what you’re trying to say might lend itself well to a friendly and open font, as the fairly spur of the moment poll result of “Proxima Nova” might suggest above. I will say this though, the pattern does indicate in the direction of Baskerville and Georgia-esque type fonts for situations where you r eally want to persuade and get the highest levels of comprehension from the studies I’ve seen. The difference wasn’t drastic enough to put sans-serif fonts down for the count. But really it’s all about the tone of what you’re working on that will dictate the best choice for your situation. IBM did an eye-tracking study rating comprehension levels and the serif font Georgia rated higher than the san-serif font Verdana, so score one for the serif fonts. Other mega classy serif fonts that will lend themselves to trustworthiness:įonts like Georgia and Freight Text Pro are great for highly readable body copy, and ‘Display’ fonts are better for headlines or testimonials. The tone of what you are trying to say may be more appropriate for a more serious font, as the font Baskerville might suggest – classy serif fonts in this case are a nice option. Clearly, Baskerville is highly readable – Proxima Nova is highly readable (the winner of the trusted font contest above.)Īlways go with fonts that have high x-heights, open apertures, and get more about what makes a great web font for readability and legibility here, another recent post we created: The Search for the Most Readable Copy on the Web. So the key take-away is readability, so base your font choices on this to help decrease friction in the buying process. According to click laboratory moving from a 10 pixel size font to a 13 pixel size font improved pages per visit by 24% and pushed up the form conversion rate 133%. Well maybe it gets a little more subtle than that. So what font should I use for my website if I want to make sales? How about you which of these 4 makes you want to dig in your pockets and hand me your cash? Others who have researched this and their conclusions:Įrrol Morris set a New York Times quiz set with different fonts to find out what people agreed with and disagreed with, and Baskerville – the third font above was said the one that most people agreed with the statement set in it “We live in an era of unprecedented safety.” Each of the statements had this statement and this is how people reacted to it. Which of these four fonts feels the most trustworthy to you? Fonts and solid typography choices are part of what makes a design effective, and so I did a little research of my own and dug into what others have uncovered about making effective choices in font selection. Which font makes you want to click subscribe, contact or buy? I wanted to get to the bottom of this conundrum because I’ve seen design increase conversions on a website enough times that I respect good decisions in design deeply.
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