Ask the Eyetrackers: Serif vs. Sans Serif

Q: I wondered if you tested serif type vs. sans serif type in the body copy of your homepages. I could not tell from the small pictures.

I ask because in print, Colin Wheildon in the U.K. has done extensive research showing that serif type is far easier to read and comprehend.

Online, the NY Times site uses serif type in headlines and body copy. USA Today uses only sans serif. As do most other online sites that I see.

I've been told sans serif is easier to read online, because it is backlighted. But I'm not yet sold.

Does your research help answer the question about serif vs. sans serif type?

Jim Murphy

A: No, we did not test serif vs. sans serif body type in this research. Our body type for all test articles was sans serif.

If you or others think this warrants further eyetracking research, let us know. We're collecting comments and suggestions from the industry in order to help future news eyetracking researchers know where to go from here.

Steve Outing, Eyetrack III co-project manager, Poynter senior editor

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