We are marginally—but crucially—less likely to question the soundness of an article about a rationale for going to war when it comes presented beneath the neo-Gothic Cheltenham typeface of the New York Times, or to probe the coherence of a thesis defending a presidential budget when it is laid out in the sober yet sensuous columns of Le Monde's Fenway font. Brands alone dissuade us from picking sceptically at their underlying content.
-Alain de Botton
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