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Abstract This article reports on the results of an experiment to determine whether type style is a significant influence on readers' affective response to print. A repeated‐measures, full‐factorial design employing 250 subjects revealed that readers respond differently to both serif and sans serif general print types and to specific types within these major classifications. © 1995 John Wiley & Sons, Inc.
Tantillo et al. (Tue,) studied this question.
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