Appearance matters!

An amazing research was conducted at The New York Times to measure the impact of Typography (font and related attributes that affect how the text appears) on how much we would believe in the content of the text. Conclusion: Typography does have an impact. Same statement presented in different fonts can be believed at different levels.

Readers of NYT were presented a passage arguing whether the Earth will be destroyed or not and asked to comment whether they believed it or not. The objective presented to research subjects was to determine whether he is an optimist or a pessimist. The hidden game was to measure how a particular font influences how much believable the statement in the text is. This was done by covertly changing the font for every visitor and analyzing the answers. Nice decoy!

The readers believed the text most when the font was Baskerville. When the font was Comic Sans or Georgia, they did not believe as much. Same statement with different fonts influences people differently.
Continue reading