PROMOTIONS IN ITALICS ARE MORE EFFECTIVE

Summary from the TLDR Marketing newsletter

Using italic fonts in promotional ads can significantly boost consumer engagement. Research has found that slanted italics increase purchase intentions by creating a sense of urgency, as people perceive the promotion as shorter-lived. In one study, 3 times more people clicked on an email link for a Starbucks deal when the text was italicized. Similarly, consumers were 30.7% more likely to buy from a restaurant promotion in italics. The effect is maximized when the slant is sharper (up to 35°) than standard italics, but it fades if the text doesn't promote a specific deal or if the slant is leftward.