The line from a recent study has me thinking:
“ Brumberger (2001) found that typeface had no effect on the perception of the document in terms of ethos. Shaikh, Fox, & Chaparro (2007) found varying results regarding the ethos of a variety of onscreen documents. In spite of limited empirical evidence to support the idea that typeface appropriateness could affect the perception of the author’s ethos, many typographers and designers posit this idea. With this in mind, this study attempted to provide empirical support of the notion that appropriate typeface selections lead to a better impression of onscreen documents and the author’s ethos.”
https://psychology.wichita.edu/surl/usabilitynews/92/POF.htm