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"Will serif or san-serif fonts change the user decision/behavior on a call-to-action?"

The short answer is no. The serif may affect readability, and there is something to be said about aesthetics, but at the time of this post (2017) there is no conclusive evidence that a serif font influences user decisions.

The rule of thumb is that sans-serif is more readable for small text and digital reading (think eBook). Serifs can help readability in "realworld" tangible books (rumor has it these still exist in buildings called libraries). Most Call-to-Actions are some form of button or smaller element on the page and thus do not contain large text, therefore sans-serif is probably the way to go.

However, largely differing font families (whether serif or not) can create different impressions on the user. Imagine if Amazon changed its font sitewide to Lucinda Cursive or something radical -- at the aggregate level, analytics would quickly show that user behavior is affected.

Hope this helps to clarify.

"Will serif or sans-serif fonts change the user decision/behavior on a call-to-action?"

The short answer is no. The serif may affect readability, and there is something to be said about aesthetics, but at the time of this post (2017) there is no conclusive evidence that a serif font influences user decisions.

The rule of thumb is that sans-serif is more readable for small text and digital reading (think eBook). Serif fonts can help readability in "real world" tangible books (rumor has it these still exist in buildings called libraries). Most Call-to-Actions are some form of the button or smaller element on the page and thus do not contain large text, therefore sans-serif is probably the way to go.

However, largely differing font families (whether serif or not) can create different impressions on the user. Imagine if Amazon changed its font sitewide to Lucinda Cursive or something radical -- at the aggregate level, analytics would quickly show that user behavior is affected.

Hope this helps to clarify.

"Will serif or san-serif fonts change the user decision/behavior on a call-to-action?"

The short answer is no. The serif may affect readability, and there is something to be said about aesthetics, but at the time of this post (2017) there is no conclusive evidence that a serif font influences user decisions.

However, largely differing fonts (whether serif or not) can create different impressions on the user. Imagine if Amazon changed its font sitewide to Lucinda Cursive or something radical -- at the aggregate level, analytics would quickly show that user behavior is affected.

Hope this helps to clarify.

"Will serif or san-serif fonts change the user decision/behavior on a call-to-action?"

The short answer is no. The serif may affect readability, and there is something to be said about aesthetics, but at the time of this post (2017) there is no conclusive evidence that a serif font influences user decisions.

The rule of thumb is that sans-serif is more readable for small text and digital reading (think eBook). Serifs can help readability in "realworld" tangible books (rumor has it these still exist in buildings called libraries). Most Call-to-Actions are some form of button or smaller element on the page and thus do not contain large text, therefore sans-serif is probably the way to go.

However, largely differing font families (whether serif or not) can create different impressions on the user. Imagine if Amazon changed its font sitewide to Lucinda Cursive or something radical -- at the aggregate level, analytics would quickly show that user behavior is affected.

Hope this helps to clarify.

Your question boiled down is: will serif or san-serif fonts change the user decision/behavior on a call-to-action.

The answer is no. The serif may affect readability, and there is something to be said about aesthetics, but at the time of this post (2017) there is no conclusive evidence that a serif font influences user decisions.

"Will serif or san-serif fonts change the user decision/behavior on a call-to-action?"

The short answer is no. The serif may affect readability, and there is something to be said about aesthetics, but at the time of this post (2017) there is no conclusive evidence that a serif font influences user decisions.

However, largely differing fonts (whether serif or not) can create different impressions on the user. Imagine if Amazon changed its font sitewide to Lucinda Cursive or something radical -- at the aggregate level, analytics would quickly show that user behavior is affected.

Hope this helps to clarify.