Establishing familiarity through font is part of a publication’s branding.
The role of typography and design, in all of this, is to really remind you that you are in the place you trust.
Typography can support the content that’s being delivered, fight against it, or undermine it. _Tobias Frere-Jones
We usually only have a split second to decide whether a link looks credible enough to click on it. Because of this, type allows us to quickly make subconscious judgement calls on an article’s validity.
These visual design elements become important filters for readers to gauge authenticity online.
Image credit – Sam Weber, Felipe Salazar, The New York Times, Dayton Daily News