The Rhetoric of Typography: The Persona of Typeface and Text
http://www.ingentaconnect.com/content/stc/tc/2003/00000050/00000002/art00007
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  peer-reviewed

Brumberger, Eva R.
Technical Communication Online
2003

Abstract:

Provides strong empirical support for the notion that readers ascribe personality attributes both to typefaces and to text passages. Establishes a foundation for investigation of the interactions between typeface and text personas.