Do typefaces matter? In July 2012, the filmmaker and author Errol Morris published a quiz on the website of The New York Times. Without really understanding its purpose, over 45,000 people responded to the quiz, which purported to address the question "Are You an Optimist or a Pessimist?" Morris's real goal, however, was to determine whether the choice of typeface had any effect on a message's believability. His answer: It does.

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Size: 6 x .2 x 8.25 inches