Can choosing the wrong font affect the bottom line?
March 11, 2006 12:28 AM Subscribe
How might choosing the wrong font for its customer communications adversely affect a company?
Let's say company X, formerly owned by company Y, has been acquired by company Z. As a consequence, X wants to redesign the bills and statements it sends to its ca. 1 million customers. Inexplicably, even though Z has a custom-designed corporate typeface that its other branches use for such communications, X has decided that its bills and statements should henceforth be printed using the Arial font. Could someone working for X, who sees this as an astoundingly bad choice, point to cases where similar design decisions have had real-life negative consequences for a company’s bottom line? Or would such a person be worrying himself over nothing, & does the choice of font really not matter that much, pragmatically speaking, provided it is legible enough?