The Rhetoric of Typography: Effects on Reading Time, Reading Comprehension, and Perceptions of Ethos
http://www.ingentaconnect.com/content/stc/tc/2004/00000051/00000001/art00003
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  peer-reviewed

Brumberger, Eva R.
Technical Communication Online
2004

Abstract:

Asserts that typography has not occupied a significant role in discussions of visual rhetoric. Extends those discussions by investigating whether typeface persona shapes readers' interactions with a document.