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A True Authoritarian Type: How Fonts Can Facilitate Positive Opinions for Powerful Groups

Individuals often use a variety of typefaces (or fonts) in an attempt to convey authority. Professionals in the communications industries have found that repeated exposure to a message makes it more persuasive, and understand that different typefaces access particular networks of associations in people’s minds. Plus, studies have suggested people are more likely to believe statements when they are easier to read; in psychology this is known as cognitive fluency. In two experiments presented here, various typefaces were presented to determine individuals’ evaluations of groups that have more power in society, such as the army and the police; as well as support for actions taken by powerful groups, like illegal wiretapping by America’s F.B.I. (Federal Bureau of Investigation). Participants displayed more positive assessments for authoritarian groups and more likely supported their actions when the surveys used to measure their assessments were from documents with easier-to-read typefaces.