Today’s software is an embarrassment of typographic riches. Even the most basic programs have more fonts than anyone is likely to use. However, a cavalier font choice can send the wrong message about your business.Researchers at Wichita State University conducted a study to find out how using different fonts in email changes recipients’ impressions of the sender. While speaking with Jon Gordon of American Public Media’s “Future Tense,” Dawn Shaikh discussed the survey results. According to Shaikh, a graduate research assistant at Wichita State, some fonts can make you seem less serious, rebellious, or even goofy. By contrast, other fonts project a professional or stable image.
Among the specific fonts reviewed in the study were Calibri, Comic Sans, and Gigi. Even the host, Gordon, was taken by surprise when he mentioned that he uses Courier; Shaikh characterized his preferred font as unimaginative. Her bottom line advice on picking a font: keep it simple and conservative.
Listen to the podcast discussion between Gordon and Shaikh (available in multiple formats) about fonts.