In the end, the designers found that clever font selection, coupled with a thoughtful layout design that reduced white space, resulted in more words per page. For instance, in one example, the same text set to Garamond Pro resulted in many more words on the page compared to Bembo. Both fonts are fairly similar, with a classic serif look. And when you place them side by side, the differences are imperceptible. “The goal is to make these changes without the reader even seeing the difference,” says Menzies.