On Radio 4's Today programme this morning I heard an interview with a neuroscientist who, whilst reading his Kindle, thought that he was finding it more difficult to remember what he was reading. He thought on this and came to the conclusion that the easier to read a font is, then the less rememberable the words are. This seems to fly in the face of common sense, which tells me that the easier some copy is to read then the MORE likely you are to remember what they are saying because you can apply more brain power to simply remembering, rather than understanding.
Anyway, since his conjecture tests have been done and he seems to be right. We may never recover from the effect this has on typography and graphic design.
Read the article, it's very interesting.
http://www.wired.com/wiredscience/2011/01/the-benefit-of-ugly-fonts/
