This study investigates the effects of text direction (horizontal and vertical) and length (long and short) on Chinese reading performance. The experiment enrolled 68 university students aged 19–29 years who were asked to read articles. We recorded reading times and measured recall after reading using a memory test and measured task load using the NASA-TLX scale. The results show that horizontal text was read faster than vertical text. When reading long texts, horizontal reading has a better memory effect than vertical reading. When reading short texts, the effect of text direction on memory was not significant. Moreover, the mental, physical, and temporal demands of horizontal text were lower than those of vertical text. These findings contribute to a better understanding of the impact of text direction, provide valuable suggestions for Chinese typography, and help readers obtain better reading outcomes.