Yellow Pages Tip #9 - Use Plain (san-serif) Fonts for Your Headline

Fonts that are plain (without little feet or curly cues) are much more impactful and easier to read when you're trying to capture attention. San-serif fonts such as Arial, Verdana, Tahoma are good at capturing attention.

You may use more stylized text in the body of the ad, once you've got your reader's attention. For a better visual, look at almost any newspaper to see how they use simpler fonts in the headlines and a serif font in the body.

Studies conducted through the years indicate that readers of newspapers grasp more information when reading serif fonts than san-serif fonts.

Of course, the font isn't nearly as important as what you've written, so let this come after you've refined your copy.