Font stupidity

You know if the headline of your advert doesn’t reach out and grab people or if the copy is difficult to read then your money is wasted.

Here’s a classic example of an advertisement that looks really good but unfortunately the important detail is very difficult to read. Sure, you can read what the event is and the date (and that’s pretty important) coz that’s plumb in the centre in an easy to read font and font size.

The detail, as to what people will find at the event and will encourage them to go, is featured at the top and the bottom of the advert. Now look at that closely and I defy you to read it quickly and easily. You have to stare at it intensely to decipher it and that’s difficult even allowing for the ravages of age on my eyesight.

When you’re advertising, whether it be a press advert or for web use, you’ve got to make sure the words are readable and easy to take in virtually with one sweep of the eye. If you don’t get what you want to say straight to the reader you’ve lost it.

As a general rule keep fancy fonts out of your adverts and go for the readable ones, like Times Roman (for headlines and larger print) and Helvetica for the body copy. Why? Because they are easy to read and when it’s easy to read it’ll encourage people to read on. If they read on, and like what you say, there’s every possibility they will buy.