I would advise keeping the lower end above 45 characters and the upper end below Logos, titles, book covers and other larger texts often employ much tighter tracking than any body text could tolerate. In either case, a bad choice of the line length will contribute to stress, distraction, and reduced comprehension and retention. On the other hand, short line lengths - predictably - force the eye to spend more time scanning down and to the right for the next row. In fact, readers would often have to re-read the previous line to ensure they had located the next one. His tests found readers had more difficulty tracking from one line ending to the start of the next when scanning longer, horizontally strung-out texts. Shorter line lengths slows comprehension as the eye spends more time tracking back to the next line. Many designers tend to not pay enough attention to the number of characters in an average line of their text and adversely affect the readability of the text. Typography is one of those strange skills - too mathematical to be pure art, but a touch too intangible to be pure science.
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