Which font to use? All of them?

Old wooden printer's typeface blocks in different colours and sizes.

New research from Adobe shows we have to re-think optimum fonts and typefaces.

First, font is not the same thing as typeface. What’s the difference? Typeface is a group of letters and numbers in the same design, such as Times New Roman. Font is a specific style of typeface, such as Italic or Bold, and in a particular size, for example, 10 or 16.

A woman is reading a book reader device similar to Kindle.

By simply changing the font readers can gain incredible reading speed. But there is no one-size-fits-all “best” font.

While reading speed is not something usually considered as a universal design concept, it is a related aspect. Ease of use and comfort for all is one of the tenets. And if you want to extend the attention span of readers then speed and comfort will help.

The study looked at a group of 352 participants aged 18-71 years. Forty-six percent were female, 22 percent bilingual and all self reporting they are comfortable reading English.

The study measured 16 common typefaces and their effects on reading speeds, preferences and comprehension scores. Similarly to an optometrists eye test they toggled letters to ask participants their preferred font.

a man is reading a tablet device.

Different readers read fastest in different fonts without losing comprehension. That means personalisation is the key.

On average an individual read 35 percent faster with their fastest font than with their slowest font. Comprehension was retained across all fonts. But no font was a clear winner for all participants. This means that devices will need to allow reader to personalise their font choices.

The other finding was that the fonts people say they prefer aren’t often the ones with which they read fastest. While there is no best font, there was some typefaces that worked best for older participants. This could be due to familiarity, or visual properties.

The title of the article is, The need to personalize fonts for each individual reader. It has some surprising results everyone should consider in their written and online communication. The title of the research paper is, Towards Individuated Reading Experiences: Different Fonts Increase Reading Speed for Different Individuals


In our age of ubiquitous digital displays, adults often read in short, opportunistic interludes. In this context of Interlude Reading, we consider if manipulating font choice can improve adult readers’ reading outcomes.

Our studies normalize font size by human perception and use hundreds of crowdsourced participants to provide a foundation for understanding, which fonts people prefer and which fonts make them more effective readers.

Participants’ reading speeds (measured in words-per-minute (WPM)) increased by 35% when comparing fastest and slowest fonts without affecting reading comprehension. High WPM variability across fonts suggests that one font does not fit all. We provide font recommendations related to higher reading speed and discuss the need for individuation, allowing digital devices to match their readers’ needs in the moment.

We provide recommendations from one of the most significant online reading efforts to date. To complement this, we release our materials and tools with this article.