Study on fonts and emotional responses

A recent study tested the stimuli of 400 participants in three contrasting typefaces:

FS Jack, a soft, lightweight sans serif

Gilroy, a bolder, more geometric sans serif

Cotford, a serif font that looks more historical

When participants were shown the word “quality” in Cotford, they found it 10% more noteworthy than the two other fonts. When they were shown a full sentence in Gilroy, they found it stood out by 12%. These numbers may seem marginal. However, any difference above 5 to 6% is considered significant.