Serif typefaces are often recommended for book text because they are “easier to read. ” And for the same reason, it follows that sans serif is only suitable for headlines and such. (And by way of explanation, the expert may then impart a strange theory about how the curves of the serifs “guide the eye” from one letter to the next, as if today’s readers are slowly deciphering words one letter at a time. One might suspect some complex insider joke or hoax, but as far as I can tell, these “explanations” are bandied about in seriousness.)

Now serifs might have been easier for readers to decipher in the early 1900s when many readers never encountered sans type on a regular basis. Or it might be true today if a reader is only recently literate.

But it seems doubtful there’s any truth in this notion today.

What about the research?

While people will often claim there is “research” that proves serifs easier to read, in reality there is none.

Nothing.

Zilch.

There’s been research. But — after throwing out the bogus research often sited by the pro-serif experts – it’s a draw between the two styles of type (for more on this, check out the nice wrap up of research by Alex Poole.

Don’t get me wrong. Serifs are certainly beautiful and therefore look attractive in books and other print materials.

That said, there are modern publications where a nice sans type might actually project more of an image the text deserves. Sans would seem ideal for science fiction, for example, or text that deals with current trends or subjects. It gives a clean, modern feel that’s a perfect fit with many print projects.

So my advice: Choose your typeface to suit your text and subject. Don’t make the mistake of choosing a serif for text just because some “expert” claims it’s “easier on the eyes.”

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Duncan Long is an occasional book designer and more often a freelance book cover illustrator for HarperCollins, PS Publishing, Pocket Books, Solomon Press, Fort Ross, and many other publishers and self-publishing authors. See his cover illustrations at: http://DuncanLong.com/art.html
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