Advertising Principles - Evidence-based principles

9.5.3 - Avoid upper case and bold for informative text – Doyle Dane Bernbach - violates


In Wheildon’s (1995) experiments, readers complained of fatigue when reading bold text. Wheildon found that his subjects’ comprehension was much better when he used a regular Glossary Link font rather than bold.
- Discussed in Persuasive Advertising, p. 261


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