MIT & Monotype Experimenting With Type
Monotype and MIT AgeLab are trying to study what fonts work best in different situations and in instances of multitasking. Something Art Directors and Designers have been doing for hundreds of years.
Here's an excerpt of the article:
"How could lettering make such a difference? The study breaks down the look between the two fonts, and explains why the humanist typeface works: More space inside and between each letter, more recognizable letter shapes, varied horizontal proportions all increase readability.
In contrast, the "square grotesque" font letters have tight letter spacing, tend to blur together, and use "highly assimilated letterforms," which increase ambiguity."
"No shit Sherlock." This outburst made our crew laugh initially. Though, in this focus group driven world, this is what it takes for Marketing Directors to actually listen to Creatives. We must prove it, we must have a group of housewives in Des Moines to say that it will make them buy our product, etc. Why is it that MDs can't trust the professionals they've hired to do the job? Creatives do not just choose colors or fonts or images because they like them or it's easy. Those decisions are made through years of experience and study.
Marketing Directors, you may know your product like the back of your hand but Creatives know how to sell it. Before you make changes based on what you like, listen to why your target market will respond to the decisions your Creatives have made.