The Secret Font – 12 Pt. Ariel

When writing copy for online direct response campaings, I suggest you use Ariel for 12 points and larger.  Use Verdana for 10 points and under.

FACT!  The easier your ad is to read, the more people will read it.

The Software Usability Research Laborabotory conducted a study in 2002 called “A Comparison of Popular Online Fonts: Which Size and Type is Best?


1.  The most legible fonts were Arial, Courier, and Verdana.

2.  At 10 points, participants preferred Verdana. Times NewRoman was the least preferred.

3.  At 12 points, Arial was preferred and Times New Romanthe least preferred.

4.  The preferred font overall was Verdana, and Times NewRoman was the least preferred.

BONUS Trick To Online Copy:

Avoid black backgrounds on white text.  i.e.  Go to…getting the feeling that you don’t want to keep reading.  Nevermind the content, there’s an emphemeral feeling that Ian’s site gives us that makes you want to stop reading.  It comes from the solid black background with white hyperlink texts. 

This type of copy blunder is called Reverse Type.  Reverse type occurs when you have a solid black background with a white font.  Essentially the eyes have to strain to read it, which causes irritation.  Irritation automatically puts a strike against the advertisers copy. 

In the case of, there’s a combination of a solid black background, white text, white box area, with black text.  The over all effect is vexxing. 

Now jump to  Feel the automatic difference.  Your eyes are relaxed and you automatically want to checkout the content. 


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Rich Gorman is an internet entrepreneur. His primary focuses are on direct response offers and SaaS models. When not working Rich enjoys spending time with his family.