Do These Serifs Make Me Look Phat? Conveying Personality with Typeface
http://orange.eserver.org/issues/6-1/striker.html

Striker, Amy
Orange Journal, The
2005

Abstract:

Explores some possible approaches to understanding typeface 'personality,' including empirical research and scholarly discussion, in the hopes of generating more discussion about how we can understand and use typeface personality when creating organizational identity packages.