James Park measured how quickly attendees absorbed information from event signage using different typefaces. His research covered 56 events over 18 months.
Readability Versus Uniqueness
Custom decorative fonts slowed reading speed by 18% compared to standard sans-serif options. At events where attendees spend an average of 2.7 seconds reading directional signage, that delay causes confusion and missed sessions.
Where Custom Typography Works
The data shows headlines and branding elements tolerate decorative fonts better than body text. Events mixing custom headline fonts with readable body fonts achieved 91% information retention compared to 73% for all-custom typography.
James tracked comprehension errors too. Materials using fonts smaller than 14-point type generated 34% more attendee questions to staff. His advice for beginners: prioritize function in wayfinding and schedules, save distinctive typography for promotional materials where reading time is flexible. Events following this approach reduced attendee confusion incidents by 41%.