Dana on Marketing Messages: Behaviorial Triggers Work

The same principle applies to visuals. Messages are more persuasive in easier-to-read fonts. Picture a marketing brochure or a Website done entirely in some florid font like Apple Chancery—with insufficient leading. And the paragraphs are long and dense. How far would your prospects get reading that? One slide showed an e-mail Nancy got from a local wine shop. It was horrible: all reversed type (which reduces readership by 50 percent). Then they finished it off by italicizing it.