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The Impact of Serif vs Sans-Serif Typefaces on e-Commerce Websites.

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Title: The Impact of Serif vs Sans-Serif Typefaces on e-Commerce Websites.
Authors: Vecino, Sara (AUTHOR), Gonzalez-Rodriguez, Martin (AUTHOR), Fernandez-Lanvin, Daniel (AUTHOR), de Andres, Javier (AUTHOR)
Source: International Journal of Human-Computer Interaction. Mar2025, Vol. 41 Issue 5, p3613-3624. 12p.
Subjects: Statistical significance, User-centered system design, Fonts & typefaces, Typographic design, Websites, Eye tracking
Abstract: E-commerce is a method of conducting business online, where the sales performance of each website is influenced by its design and usability. Typography is one of the characteristics of a website's visual design that can impact how users perceive the page. The objective of this study is to determine whether the use of sans-serif typefaces enhances readability compared to serif typefaces, and to determine users' preference for sans-serif or serif fonts and if there is any correlation between the preference and the objective variables. To achieve this goal, we employed eye-tracking to obtain objective measurements of readability, while also conducting a questionnaire to gather user preferences. The results of our analysis indicate that there were no statistically significant differences in the eye-tracking measures related to readability or preference across the four tests performed. However, the questionnaire revealed statistically significant variations in the appearance score, with individuals favoring the serif typeface over the sans-serif one. In conclusion, the sans-serif typeface used in this study did not increase readability when compared to serif typefaces, and it was not preferred by the study's participants. We have found correlations between the eye-tracking variables measured and the scores participants gave for the appearance and legibility of the typefaces. [ABSTRACT FROM AUTHOR]
Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: The Impact of Serif vs Sans-Serif Typefaces on e-Commerce Websites.
– Name: Author
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  Data: <searchLink fieldCode="AR" term="%22Vecino%2C+Sara%22">Vecino, Sara</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Gonzalez-Rodriguez%2C+Martin%22">Gonzalez-Rodriguez, Martin</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Fernandez-Lanvin%2C+Daniel%22">Fernandez-Lanvin, Daniel</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22de+Andres%2C+Javier%22">de Andres, Javier</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22International+Journal+of+Human-Computer+Interaction%22">International Journal of Human-Computer Interaction</searchLink>. Mar2025, Vol. 41 Issue 5, p3613-3624. 12p.
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  Data: <searchLink fieldCode="DE" term="%22Statistical+significance%22">Statistical significance</searchLink><br /><searchLink fieldCode="DE" term="%22User-centered+system+design%22">User-centered system design</searchLink><br /><searchLink fieldCode="DE" term="%22Fonts+%26+typefaces%22">Fonts & typefaces</searchLink><br /><searchLink fieldCode="DE" term="%22Typographic+design%22">Typographic design</searchLink><br /><searchLink fieldCode="DE" term="%22Websites%22">Websites</searchLink><br /><searchLink fieldCode="DE" term="%22Eye+tracking%22">Eye tracking</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: E-commerce is a method of conducting business online, where the sales performance of each website is influenced by its design and usability. Typography is one of the characteristics of a website's visual design that can impact how users perceive the page. The objective of this study is to determine whether the use of sans-serif typefaces enhances readability compared to serif typefaces, and to determine users' preference for sans-serif or serif fonts and if there is any correlation between the preference and the objective variables. To achieve this goal, we employed eye-tracking to obtain objective measurements of readability, while also conducting a questionnaire to gather user preferences. The results of our analysis indicate that there were no statistically significant differences in the eye-tracking measures related to readability or preference across the four tests performed. However, the questionnaire revealed statistically significant variations in the appearance score, with individuals favoring the serif typeface over the sans-serif one. In conclusion, the sans-serif typeface used in this study did not increase readability when compared to serif typefaces, and it was not preferred by the study's participants. We have found correlations between the eye-tracking variables measured and the scores participants gave for the appearance and legibility of the typefaces. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
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  Data: <i>Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
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      – Type: doi
        Value: 10.1080/10447318.2024.2338667
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        Text: English
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        PageCount: 12
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        Type: general
      – SubjectFull: User-centered system design
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      – SubjectFull: Fonts & typefaces
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      – SubjectFull: Typographic design
        Type: general
      – SubjectFull: Websites
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      – SubjectFull: Eye tracking
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            NameFull: Vecino, Sara
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            NameFull: Fernandez-Lanvin, Daniel
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            NameFull: de Andres, Javier
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              Text: Mar2025
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              Y: 2025
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