Errol Morris : How Typography Shapes Our Perception Of Truth
▻http://www.fastcodesign.com/3046365/errol-morris-how-typography-shapes-our-perception-of-truth
In 2013, acclaimed filmmaker and author Errol Morris ran a bold experiment. With the collusion of the New York Times, he asked 45,000 readers to take an online test. The test allegedly measured whether or not readers were optimists or pessimists. But in reality, Morris was trying to find out if the typeface a statement was written in had any impact on a reader’s willingness to agree with that statement. Simply put, are some typefaces more believable than others?
The answer is yes. Baskerville, a 250-year-old serif originally designed by John Baskerville, was statistically more likely to influence the minds of readers than Computer Modern, Georgia, Helvetica, Comic Sans or Trebuchet. The results of Morris’s experiment were published online in a two-part essay called Hear, All Ye People; Hearken, O Earth! and have now been put into print, as the 44th edition of the Pentagram Papers, the monograph that the design firm Pentagram sends to an exclusive list of individuals each year. Pentagram partner and long-time Morris collaborator Michael Bierut put together the typographically exquisite monograph, with with the help of designer Jessica Svendsen.
