Serif vs. Sans Serif
There are arguments about exactly why, but extensive studies do show that today in our society it is easier to read an extended amount of text when it is set in a serif typeface. Perhaps it is the serifs themselves that lead the eye from one character to the next, linking the letters into words. Perhaps it is the subtle thick-thin contrast in the strokes, which most sans serifs do not have. Perhaps it is the moderate ratio of x-height to cap height (the body of the letter in relation to the height of the capital letters or the ascenders), since sans serif letterforms tend to have larger x-heights.
Whatever the reason may be, accept the truth of it and use the knowledge in your typography.
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