Serif vs Sans Serif

[Katrina Neufeld]

A client of mine insists on using a sans serif font for all his business communications. Why does this rub me the wrong way? Because I was taught that serif fonts are easier to read and more legible particularly for large bodies of copy. As I recall, this is due to the fact that each individual letter form has more visual information and therefore the mind is able to recognize and interpret each letter faster.

I searched the internet for evidence to this theory that I could then present to my client to reinforce my argument. What I came across surprised me. Specifically, nothing. No evidential proof whatsoever.

However, I did come across a very thorough review of over 50 empirical studies in typography: Which Are More Legible: Serif or Sans Serif Typefaces? by Alex Poole, an interaction designer from Europe. In the article, Poole questions, "Do serifs contribute to the legibility of typefaces, and by definition, are sans serif typefaces less legible?" The answer? It makes no difference.

What initially seemed a neat dichotomous question of serif versus sans serif has resulted in a body of research consisting of weak claims and counter-claims, and study after study with findings of "no difference". Is it the case that more than one hundred years of research has been marred by repeated methodological flaws, or are serifs simply a typographical "red herring"?

Now what am I going to tell my client?

[Floyd Sanchez]

i think the specific treatment in respect to the application dictates legibility more than anything.

what is their reason for wanting to go completely sans-serif?

[Katrina Neufeld]

They want a modern clean look.

[Katrina Neufeld]

An interesting study by Bernard, M. L., Liao, C. H., & Mills, M. M. (2001), looked at the effects of font type and size on the legibility and reading time of online text by older adults (download study, PDF). One of the discoveries was that at the 14-point size, serif fonts tended to support faster reading. Irrespective, serif fonts were generally preferred less than the sans serif fonts.

[Joshua Bunch]

I was always taught the same thing. My clients never listen to design theory anyway. They seem to think that in design, rules were made to be broken and don't apply to their project anyway. I would show them a few different versions. One their way, one your way. Maybe find a font with a serif but that's a little fresher and less expected. Good luck!

[Jo Kader]

So legibility is not an argument you can use. Forget about it. Plus, he just likes san serif. It's a guy thing.

I think your only hope is to explain to him why you picked a specific typeface for design reasons. "This typeface will convey a feeling of stability, credibility, affluence, fun...." whatever. That's the reasoning that I use myself when trying to decide what face is appropriate for a project. Often I use san serif when I want a "clean, modern feel" like it sounds like your client wants. Serif when I want a traditional feel. But that does not mean serif can't be clean and modern.

It probably won't work (as Joshua says) but it's probably your only angle.

May I ask, what is your aversion to using the san serif font? Legibility aside, since we know that is not a valid reason, is it just a personal preference or do you have a design reason for it?

- jo kader

[Antonio Quevedo]

no matter how much research you do seems the client knows what they want. if it is not in there logo design or anywhere else that you would have to REDESIGN i really see no harm in using what you think works the best.