135
Views
0
CrossRef citations to date
0
Altmetric
Research Article

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

ORCID Icon, ORCID Icon, ORCID Icon & ORCID Icon
Received 18 Oct 2023, Accepted 29 Mar 2024, Published online: 18 Apr 2024

References

  • Amazon Echo Typography. n.d. Retrieved June 6, 2023, from https://developer.amazon.com/en-US/alexa/branding/echo-guidelines/identity-guidelines/typography
  • Analytics - Google Fonts.” n.d. Retrieved August 6, 2022, from https://fonts.google.com/analytics
  • Bernard, M. L., Chaparro, B. S., Mills, M. M., & Halcomb, C. G. (2003). Comparing the effects of text size and format on the readibility of computer-displayed Times New Roman and arial text. International Journal of Human Computer Studies, 59(6), 823–835. https://doi.org/10.1016/S1071-5819(03)00121-6
  • Boyarski, D., Neuwirth, C., Forlizzi, J., & Regli, S. H. (1998). Study of fonts designed for screen display [Paper presentation]. Conference on Human Factors in Computing Systems - Proceedings (pp. 87–94). https://doi.org/10.1145/274644.274658
  • Chatrangsan, M., & Petrie, H. (2019). The effect of typeface and font size on reading text on a tablet computer for older and younger people [Paper presentation]. Proceedings of the 16th Web for All 2019 Personalization - Personalizing the Web, W4A, 2019, May. https://doi.org/10.1145/3315002.3317568
  • Coppola, D. (2023). Global e-commerce share of retail sales 2026 | Statista. Retrieved May 17, from https://www.statista.com/statistics/534123/e-commerce-share-of-retail-sales-worldwide/
  • Dogusoy, B., Cicek, F., & Cagiltay, K. (2016). How serif and sans serif typefaces influence reading on screen: An eye tracking study. In A. Marcus (Ed.), Design, User Experience, and Usability: Novel User Experiences. DUXU 2016. Lecture Notes in Computer Science (vol. 9747, pp. 578–586). Springer, Cham. https://doi.org/10.1007/978-3-319-40355-7_55
  • Dospinescu, N., & Florea, D. B. (2016). Smartphone brands design and buying decision. Ecoforum Journal, 5(3), 139–150.
  • Dospinescu, O., & Percă-Robu, A. E. (2023). The analysis of E-commerce sites with eye-tracking technologies. Brain (Bacau), 8(3), 85–100.
  • E-commerce continues to grow in the EU - Products Eurostat News - Eurostat. n.d. Retrieved June 6, 2023, from https://ec.europa.eu/eurostat/web/products-eurostat-news/w/DDN-20230228-2
  • Franken, G., Podlesek, A., & Možina, K. (2015). Eye-tracking study of reading speed from LCD displays: Influence of type style and type size. Journal of Eye Movement Research, 8(1), 1–8. https://doi.org/10.16910/jemr.8.1.3
  • Gasser, M., Boeke, J., Haffernan, M., & Tan, R. (2005). The influence of font type on information recall. North American Journal of Psychology, 7(2), 181–188.
  • Giraldo-Romero, Y. I., Pérez-De-los-Cobos-Agüero, C., Muñoz-Leiva, F., Higueras-Castillo, E., & Liébana-Cabanillas, F. (2021). Influence of regulatory fit theory on persuasion from Google Ads: An eye tracking study. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1165–1185. https://doi.org/10.3390/jtaer16050066
  • Grobelny, J., & Michalski, R. (2015). The role of background color, interletter spacing, and font size on preferences in the digital presentation of a product. Computers in Human Behavior, 43, 85–100. https://doi.org/10.1016/j.chb.2014.10.036
  • Hasan, B. (2016). Perceived irritation in online shopping: The impact of website design characteristics. Computers in Human Behavior, 54, 224–230. https://doi.org/10.1016/j.chb.2015.07.056
  • Josephson, S. (2008). Keeping your readers’ eyes on the screen: An eye-tracking study comparing Sans Serif and Serif typefaces. Visual Communication Quarterly, 15(1–2), 67–79. https://doi.org/10.1080/15551390801914595
  • Latin, M. (2017). Better web typography for a better web.
  • Li, Y. M., & Yeh, Y. S. (2010). Increasing trust in mobile commerce through design aesthetics. Computers in Human Behavior, 26(4), 673–684. https://doi.org/10.1016/j.chb.2010.01.004
  • Lim, J. Z., Mountstephens, J., & Teo, J. (2020). Emotion recognition using eye-tracking: Taxonomy, review and current challenges. Sensors, 20(8), 2384. https://doi.org/10.3390/s20082384
  • Ling, J., & Van Schaik, P. (2006). The influence of font type and line length on visual search and information retrieval in web pages. International Journal of Human-Computer Studies. 64(5), 395–404. https://doi.org/10.1016/j.ijhcs.2005.08.015
  • Mohamad Ali, A. Z., Wahid, R., Samsudin, K., & Zaffwan Idris, M. (2013). Reading on the computer screen: Does font type has effects on web text readability? International Education Studies, 6(3), 26. https://doi.org/10.5539/ies.v6n3p26
  • Padmanabhan, S. (2023). eBay’s font loading strategy. Retrieved June 6, from https://tech.ebayinc.com/engineering/ebays-font-loading-strategy/
  • Poole, A., & Ball, L. (2004). Eye tracking in human-computer interaction and usability research : Current status and future prospects.
  • Rello, L., & Baeza-Yates, R. (2016). The effect of font type on screen readability by people with dyslexia. ACM Transactions on Accessible Computing, 8(4), 1–33. https://doi.org/10.1145/2897736
  • Rello, L., & Marcos, M. C. (2012). An eye tracking study on text customization for user performance and preference [Paper presentation]. Proceedings - 2012 8th Latin American Web Congress, LA-WEB 2012 (pp. 64–70). https://doi.org/10.1109/LA-WEB.2012.13
  • Sasidharan, S., & Dhanesh, G. (2008). Font personality and B2C E-commerce trust. 14th Americas Conference on Information Systems, AMCIS 2008, 4, 2587–2597.
  • Shehu, I. S., Wang, Y., Athuman, A. M., & Fu, X. (2021). Remote eye gaze tracking research: A comparative evaluation on past and recent progress. Electronics, 10(24), 3165. https://doi.org/10.3390/electronics10243165
  • Sienkiewicz, R. (2022). Why do so many brands change their logos and look like everyone else? Retrieved August 6, from https://velvetshark.com/articles/why-do-brands-change-their-logos-and-look-like-everyone-else
  • Vecino, S., Mehtali, J., de Andrés, J., Gonzalez-Rodriguez, M., & Fernandez-Lanvin, D. (2022). How does serif vs sans serif typeface impact the usability of e-commerce websites? PeerJ Computer Science, 8, e1139. https://doi.org/10.7717/PEERJ-CS.1139
  • Wallace, S., Treitman, R., Huang, J., Sawyer, B. D., & Bylinskii, Z. (2020). Accelerating adult readers with typeface: A study of individual preferences and effectiveness [Paper presentation]. Conference on Human Factors in Computing Systems - Proceedings (pp. 1–9). https://doi.org/10.1145/3334480.3382985
  • Wang, X., Wang, Z., Li, H., & Zhou, W. (2017). An eye-movement study on text font size design rules in the digital learning resources [Paper presentation]. Proceedings - 6th International Conference of Educational Innovation through Technology, EITT (vol. 2018-March, pp. 187–191). https://doi.org/10.1109/EITT.2017.53
  • Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt.2), 1–27. https://doi.org/10.1037/h0025848

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.