Errol Morris and Michael Bierut say yes: The writer and director was curious to know if the appearance of letters could sway us to believe something is more or

Source: eyeondesign.aiga.org

Here is more evidence that aesthetics carry far greater importance than just determining whether something is beautiful or not.

The 44th edition of Pentagram Papers, a privately-issued monograph distributed to an exclusive list, edited this year by Pentagram partner and long-time Morris collaborator Michael Bierut put together the typographically exquisite monograph, with the help of designer Jessica Svendsen.

This article (and the Pentagram Papers edition 44) goes to deeper issues: do we trust that which we consider beautiful more than that which is unappealing? Are typefaces reflective of, perhaps, facial expressions which display emotions? Are typefaces even reflections of our own self-recognition? Why would we trust Baskerville so much, a typeface designed in 1757, a pivotal time in the history of western civilization, when both culture and society are on the verge of breaking into newer freedoms, and we are smack in the middle of the age of enlightenment.

 

The 44th edition of Pentagram Papers, containing Errol Morris' investigation on the most trustworthy typefaces (SOURCE: Pentagram)

The 44th edition of Pentagram Papers, containing Errol Morris’ investigation on the most trustworthy typefaces (SOURCE: Pentagram)

So let’s fast forward to our current time, when we still depend on reading, yet the standards of size, the use of digital screens over print, and the amount of time given to reading (as compared to even 20 years ago) has diminished so quickly (does anyone remember speed reading courses and books on the best-seller lists in the late 60’s?).

If you create any kind of material to be read by others and want to establish your authority,  you are not limited to Helvetica, Arial, Times Roman, or the very limited fonts that dominated the web only 10 years ago.

Errol Morris has decided to only send memos in Baskerville. But is Baskerville YOUR best choice?