There have been many studies that explore the importance of font choice to customers’ buying habits. If you’re looking to change up your marketing a bit, something as simple as a font change can make a massive difference.
If you’re looking to elicit a simple action—”call for a consultation,” “order now,” “try our new product”—then you may be better off using a super-simple, clear font. People who feel bogged down by processing a hard-to-read font may be less likely to answer your call to action.
Conversely, if you’re selling a high-end, technical product, selecting a font that requires a little more work from readers can make them feel more invested in the experience of learning more. In turn, they may be more likely to purchase.
The most important thing to remember is to use typography to complement and enhance your copy. When done right, it can trigger the right emotion and mood required to get a prospect to take action.
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