We’ve talked about visual culture in previous posts (here, here, and here for example). The main message: the world is becoming more visual and this has an enormous impact on the way people communicate and consume information.
And an experiment conducted by Errol Morris shows that even when using written text, the visual aspect matters. Errol Morris, filmmaker and author, now writes all his manuscripts in Baskerville. Why? Because his experiment showed that the typeface a statement is written in, has an impact on a reader’s willingness to agree with the statement. In short: Baskerville is the most trustworthy typeface.
The experiment showed the typeface was statistically more likely to influence the minds of readers than typefaces like Computer Modern, Georgia, Helvetica, Comic Sans or Trebuchet. These findings have now been printed in the 44th Pentagram Papers titled Hear, All Ye People; Hearken, O Earth!.