Influence of simultaneous variation in size of type, width of line, and leading for newspaper type

A speed of reading technique was employed with 820 readers to determine the effect on legibility of simultaneous variation of type size, line width, and leading for Excelsior newspaper type. 9 typographical variations were compared with text set in 8-point type in a 12-pica line width with 2-point leading. Results revealed that 7-, 8-, and 9-point type in a 12-pica line width with 2-point leading were read most rapidly and equally fast. But text in relatively long lines, very short lines, and small type size, or combinations of these with little or no leading were read significantly slower than the standard. Judgments for relative legibility and pleasingness revealed a reader preference for 8- or 9-point type with 2-point leading in a line width of 12 picas (12 or 18 picas for 9-point type). Text in relatively long or short lines, small type size, and no leading received low ratings.