It seems guesswork, basic psychology and stating the bleeding obvious are behind the findings of a study of typefaces and their hidden meanings.
Psychologist Aric Sigman says Helvetica is ‘modern’ and shows you are ‘in touch with contemporary issues’. Serif styles, such as Times New Roman, are ‘trustworthy and a link between old and new’ and handwriting-style fonts ‘presume familiarity’. All of which could be deduced by a five-year-old. Next they’ll tell us the way we behave reveals what type of person we are.