What Your Favorite Font Says About Your Political Leaning

Political candidates spend millions of dollars honing their messages, paying close attention to language and tone, but that work may be for naught if they’re using the wrong typeface. Fonts and text stylings are perceived to have ideological meaning, per a new study in the Journal of Communication Studies.

Specifically: Serif fonts and black letters are perceived as most conservative. Scripts are considered a bit less conservative, and sans serif fonts are considered liberal. Cartoonish typeface is perceived as most liberal.

By Arianne Cohen, Journalist & Katherine Haenschen, Virginia Polytechnic Institute