Use Helvetica


Helvetica type font is being recommended by LERN as the sans serif type font to use in print brochures for the field of lifelong learning programs.  The announcement was released at the big LERN annual conference recently.

The recommendation comes as many as half of all programs are switching from serif to a sans serif type font for their print brochures.  As a result, too many programs are using a sans serif font type that is hard to read, reducing reader engagement and thus registrations.

Helvetica was chosen after extensive research by Julie Coates, the foremost brochure authority in the field. She and her team look a hundreds of lifelong learning program brochures a year, as well as staying current with the print industry and design experts.

LERN continues to recommend the serif type font New Times Roman as the gold standard for readability and maximizing registrations from your print brochure.    But if your program is going to use a sans serif type font, use Helvetica.

Why Helvetica is best
Helvetica is best for the following reasons:

1.Most importantly, unlike many sans serif fonts, Helvetica does not reduce visibility for the reader and thus will not hurt registrations.

2.It is familiar not just to younger adults, but with middle aged and older adults as well, having been created several decades ago.

3.It maximizes the use of space in your brochure while many other sans serif fonts waste way too much space with leading.

4.It can complement headlines, and can also provide a visual complement to New Times Roman.

5.Apple uses Helvetica in its print brochures. So this major corporation has researched type font, adding another vetting.

“With the print brochure continuing to generate 70% of your registrations and income, it is not wise to guess or experiment with a type font that can reduce those registrations and income,” noted Ms. Coates.  “Helvetica is tried and true and has been consistently found to be effective over time.”