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Which Are More Legible: Serif or Sans Serif Typefaces?

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Although studies of screen reading show no difference between reading from screen and from paper ( Dillon, 1992 ; Bernard, 2001 ), there could be some validity to this argument. Letter differentiation and rate of comprehension in reading. What about what David Ogilvy said in his OGILVY ON ADVERTISING, and elsewhere? Gaultney, V.