From The Week:
The hunt for the Higgs boson was one of the most expensive and labor-intensive particle physics projects ever undertaken, and promised to answer the fundamental but elusive question of why our atoms stick together in the first place. And yet, when CERN researchers finally announced that they’d glimpsed the Higgs, the world’s first reaction wasn’t to cheer; it was to stifle collective laughter. The institution’s scientists, cradling the most important scientific discovery of the decade, had chosen to present their findings to a breathless public using a peculiar font face: Comic Sans MS.
. . . .
The whole kerfuffle underscored just how important typefaces are to the way we process information. Words hold power. But the aesthetic manner in which those words are presented can affect the way we read, and the way we think about the information presented.
“Typography is one ingredient in a pretty complicated presentation,” Cyrus Highsmith, a typeface designer and author of the book Inside Paragraphs, told me over the phone. “Typography is the detail and the presentation of a story. It represents the voice of an atmosphere, or historical setting of some kind. It can do a lot of things.”
. . . .
When readers came to the site, the story was presented in different typefaces: Baskerville, Computer Modern, Georgia, Helvetica, Comic Sans, and Trebuchet. Roughly 40,000 people responded to the quiz, and the results were weighted to evaluate which fonts inspired more confidence in the research, and which fonts made the information appear less believable.Here’s what Morris found:
The conscious awareness of Comic Sans promotes — at least among some people — contempt and summary dismissal. But is there a typeface that promotes, engenders a belief that a sentence is true? Or at least nudges us in that direction? And indeed there is.
It is Baskerville.
Believe it or not, the results of this test even show a disparity between Baskerville and Georgia — two apparently similar serif typefaces.
Baskerville’s weighted advantage wasn’t huge — just 1.5 percent. “That advantage may seem small,” Dunning told the Times, “but if that was a bump up in sales figures, many online companies would kill for it. The fact that font matters at all is a wonderment.”
Link to the rest at The Week and thanks to James for the tip.