RE: Serif vs. sans serif? (Take Too Many)

[david -dot- locke -at- amd -dot- com]

Ok, now that we've established that there is research. The research findings
are colored by the fact that serif or not is culturally bound. It's what you
are used to. Or more to the point, what the audience is used to.

If you have space cycles at your usability lab, check it out for yourself.
Get a population representative of your audience. Will they care? Will they
notice the nanoseconds slipping by when the index is so poor they can't find
the topic in the first place? Are we gearing up for a reading marathon? 

"And, its Howard Cossell. Yes, they are rounding the second page. George,
who is reading the serif font is a word ahead.... But, Joey, who grew up in
Europe, is known to leap ahead with the san serif.... And, Mary, who uses a
scanning technique is ahead of them all as she works a mixed font book....To
close to call. It's a macro-efficiency game at the cognitive level. Who
knows, who cares. There is no winner."

David



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