Persuasive Advertising - J. Scott Armstrong [181]
While the spacing between phrases is larger than the normal inter-word spacing, the physical length of the lines can be held constant by making inter-word spaces smaller. The key is that inter-phrase spacing is larger than the typical inter-word spacing. Spacing should only be added for phrases with three or more words, and the spacing should not compete with punctuation.
For ads of one page or less, it is sufficient to use judgment in deciding where to put the spaces. It doing so, it might also help to read the passages aloud in making these decisions. Some care must be given to the spacing so that it does not distract readers.
Advertisers who prepare long-copy ads, like direct mail brochures, can benefit from using a computer phrase-spacing program, such as ReadSmart provided by Language Technologies, Inc. (LTI) in Tucson, Arizona. The program adds spacing in a way that does not attract attention. And, of course, for long text it is much less expensive to use a program.
Phrase spacing was developed in the 1980s to help people with reading difficulties. However, since then, experiments have shown that proficient readers also benefit.
Evidence on the effects of phrase spacing
A meta-analysis found 13 experimental comparisons on comprehension of phrase spacing versus normal spacing. Phrase spacing increased reading speed by 5 percent for the 17 experimental comparisons in these studies. Comprehension was better for phrase spacing in all 13 comparisons—on average, by almost 15 percent (Bever et al. 1990).
In a later lab experiment, university students were shown 12 essays, some with phrase spacing and some without. The high-ability readers (based on verbal SAT scores) in the group improved their number of correct answers by 4 percent with phrase spacing, while the lower-ability readers improved by about 15 percent (Jandreau and Bever 1992).
This book that you are reading has been set using phrase spacing by ReadSmart. Notice that the spacing changes are subtle. I am hoping that you gain 4 percent in comprehension and 5 percent in speed.
9.5. Typeface
Printing should be invisible.
Beatrice Warde, 1932
If someone comments on the beautiful typeface, said Beatrice Warde, the designer has failed because the typeface should not come between the reader and the message. She used the analogy of a window; it should not obscure what you want to see. A stained glass window will attract attention, but it obscures the view.
Reading speed and comprehension are key factors in the selection of typeface.2 However, meanings and connotations should also be considered.
9.5.1. Use a simple serif typeface when readability is important, and a simple sans serif typeface when legibility or scanning is important
Legibility refers to the clarity of the lettering. It is important for catching reader attention with a few words. Readability refers to the ease of reading. It is important when the text involves many lines. Of course, they are related; readability requires legibility.
If legibility is acceptable and readability is important, use serif fonts. Serifs are the small tick-like strokes at the end of the main strokes of a letter, as the font that you are now reading illustrates; a sans serif typeface does not have these strokes.
John E. Powers, a well-known advertiser, was among the first to recognize the value of serif fonts. In 1880, he began to use 12-point Caslon, a serif font, and declared it to be a “must” to make print ads readable.
If legibility is the key issue, such as for signage, computer monitors, or billboards, use a sans serif typeface such as Arial.
The appearance of fonts on computer screens depends on technical issues. For example, Windows and Macintosh display the same font