[Supraperplex]

> and only noticed by the third that has a feel for it.

Everybody feels something. It's just that most people don't realize what it is what they are feeling. But subconsciously they feel a difference. And that diference may (or may not) influence the buying decision.

[Chris_Newton]

It’s also interesting that in studies of typographical variations like fonts and line lengths, significant differences have been found in metrics like reading speed and in measured retention, even when the readers either did not realise there was a difference or even subjectively preferred a style that was objectively inferior in some ways. Moreover, while a lot of readers may not notice or distinguish details to the extent that a trained designer would, there are often very clear and consistent patterns in their general preferences.

So while it’s often true that the best typography is “invisible”, that doesn’t mean it has no effect on either the reader’s subconscious perception of the text or on more practical matters like how quickly and accurately they will read it.