Says John Updike, 'Serifs exist for a purpose. They help the eye pick up the shape of the letter. Piquant in little amounts, sanserif in page-size sheets repels readership as wax paper repels water; it has a sleazy, cloudy look.
In David Ogilvy's book "Ogilvy on Advertising," he highlights the importance of serif fonts in enhancing readability. John Updike articulates that serifs serve a specific function by aiding the eye in recognizing letter shapes. This feature is crucial for effective communication in printed materials.
On the other hand, Updike criticizes sans-serif fonts for larger texts, suggesting they create an uninviting appearance that can deter readers. He likens this unattractive quality to how wax paper repels water, indicating that such font choices can negatively impact the overall reading experience.
