It took minutes of googling to find many sources https://www.researchgate.net/publication/234578707_Optimal_Line_Length_in_Reading--A_Literature_Review … "Studied for over 100 years is line length... Research has led to recommendations that line length should not exceed about 70 characters per line." See also https://baymard.com/blog/line-length-readability …
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I am sceptical (although, only as an interested non-expert) that typographic practice is in fact based on studies rather than tradition, aesthetics & experience. On reflection it seems plausible it's not _unusually_ hard to study. Any ready examples of such "other areas"?
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Most anything that would fall under "behavioral economics", most things people do human subject experiments on in psychology, most or perhaps almost all of sociology. This is at least a well defined problem that one could, in principle, run a set of rigorous experiments on.
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The practical difficulty with long lines is that when your eye scans back to the left to start the next line, if it's too long you have difficulty finding the right line to go to. Just increase line length until you personally have that trouble, then back off a lot.
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