Do typographical choices matter? (hint- of course they do)

“It is true he was very ingenious in mechanics, but it is also well known he was extremely illiterate, and his jokes and sarcasms on the Bible, with which his conversation abounded, shewed the most contemptible ignorance of eastern history and manners, and indeed of every thing.” – about John Baskerville

The Opinionator from The Times has a great essay called “Hear, All Ye People; Hearken, O Earth” by Errol Morris. He writes this as a follow up to a quiz that ran in The Times called “Are you an Optimist or a Pessimist?” This article is about what he really used that quiz for-if typefaces can impact whether we believe a statement to be true. He follows up again (part two) with an in depth look at John Baskerville’s life; as that was the most preferred font in the test that The Times did. This was extremely eye-opening and provides actual stats about how much the typeface you chose to write something in really does matter. Duh, us designers already knew this, but now we can start to convince others even more. Was a fantastic read.

The world is full of obvious things which nobody by any chance ever observes…
— Arthur Conan Doyle, “The Hound of the Baskervilles”

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