Fonts have traits, character, even spirit. Witchita University ran a psychological study on how people "feel" about typefaces.
" This study sought to determine if certain personalities and uses are associated with various fonts. Using an online survey, participants rated the personality of 20 fonts using 15 adjective pairs. In addition, participants viewed the same 20 fonts and selected which uses were most appropriate.
Results suggested that personality traits are indeed attributed to fonts based on their design family (Serif, Sans-Serif, Modern, Monospace, Script/Funny) and are associated with appropriate uses.
Implications of these results to the design of online materials and websites are discussed."