Do serifs make you tap?

Shawn Sprockett
Sep 14, 2015 · 4 min read

A few years ago, the New York Times ran an experiment about fonts where participants would identify if a given statement was true or false.

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A test of our own

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Before: data overlord. After: children’s toy manufacturer.
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Yieldmo tested six web-safe fonts (Helvetica not pictured) across 2 million impressions to see the impact of different typefaces on clickthrough rates.

Results

We found that serifs were among both the best and worst performing typefaces.

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Bytesized Treats

Designing for mobile at Yieldmo.

Thanks to Jane Kim and David Goligorsky

Shawn Sprockett

Written by

Design Director of Emergent Experiences at Godfrey Dadich Partners. Formerly of Airbnb, Facebook, Google, Apple, Milton Glaser, and Condé Nast.

Bytesized Treats

Designing for mobile at Yieldmo.

Shawn Sprockett

Written by

Design Director of Emergent Experiences at Godfrey Dadich Partners. Formerly of Airbnb, Facebook, Google, Apple, Milton Glaser, and Condé Nast.

Bytesized Treats

Designing for mobile at Yieldmo.

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