> The general public doesn’t perceive serif typefaces as professional and authoritative, a priori, before prioritizing their use in formal settings. Instead, people first observe that government, academia, and corporate workplaces disproportionately use serif faces — or are trained to use them — and only then infer that serifs must mean professionalism and authority.

A difficult to stomach claim followed up with evidence that I think supports the opposite than the author intended: the font being in used in The Times of London, which is indeed authoritative and professional despite it being written on cheap paper.

On another note, I would throw up if I had to read legal documents all day in a sans-serif font.

Completely agree. This statement is immediately disproven by the authors following points. Eg pointing out that the supreme court, and other authoritative bodies exclusively use serif fonts...

Of course there is no "a priori", the general public doesn't know what a letter is "a priori" until they are taught. At the same time they are taught which fonts are formal and authoritative and which are not.

Everyone knows Comic Sans is not appropriate for a legal brief. No matter if that is "a priori" or not.

My first immediate mental connection from serif fonts is the signs in ancient Roman or Roman inspired monuments.

But I am southern European so it’s a relatively common sight, I wonder if Americans view them differently.

I too stopped when I read that sentence. It's like saying someone can't tell the difference in professionalism between someone in a well tailored three piece suit vs. a sweater and jeans until they've been taught.

Ornateness itself is associated with being attentive to detail and likely more wealthy.

And even if you take them at their word, it's a distinction without a difference. Serif is known to be more professional.

But! As many have pointed out, and he does about TNR in the article: the default font for documents tends to suggest apathy. That argument against TNR is just as strong for Calibri. And there are far better looking, more functional fonts than either of these two.

The font was used by the London Times until 1972.

And nobody thinks of the London Times when he sees Times New Roman. It’s just a default font many used in Word.