Could it all be down to the wrong typeface? via ask direct
For the last few years, pretty much every charity I’ve spoken to has felt that response rates to direct mail appeals have been declining. People have put it down to over-mailing, emergency-fatigue, greater competition, a more selfish society or a more cynical public.
But I wonder, is it becuase we’ve all been using the wrong typeface?
To explain. I’ve been reading Colin Wheildon’s book, Type and Layout. Are You Communicating or Just Making Pretty Shapes. It’s a fantastic, empirical study of how typography, design and layout effect reader comprehension. Does you layout make it easier to understand your message, or harder?
One of the most striking findings has to do with the choice of typeface for body copy in printed materials. Wheildon’s study showed...