The Rhetoric of Typography: The Awareness and Impact of Typeface Appropriateness
http://www.ingentaconnect.com/content/stc/tc/2003/00000050/00000002/art00008
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  peer-reviewed

Brumberger, Eva R.
Technical Communication Online
2003

Abstract:

Extends previous research on the rhetorical role of typography that has examined typeface persona and typeface suitability. Investigates whether clashes in typeface and text persona affect readers' perceptions of the text.