Basically, bigger fonts create a bigger emotional response that can be measured by scanning someone's brain.

So they were right, after all: MAKE THE LOGO BIGGER!

That might be related to the fact that the brain is hardwired to react to something getting bigger (i.e. closer). So if you really want to leave a strong impression take a logo of any size and smack it on their face.

hhp

“The power of large font size to enhance emotion effects may, for instance, be one reason why headlines written in big letters are popular and evidently successful in the yellow press media.”

Or vice versa.

That’s how art directors, graphic designers and typographers invest display type with “aesthetic” tonality or para-textual meaning, and consequently how it’s read. One is accustomed to respond to a title or headline with a value judgement (emotionally-driven), namely, whether one should continue with the document and dive into the body text.

This isn’t a “yellow press” phenomenon, but deeply embedded in the culture:

This isn’t a “yellow press” phenomenon

Well, it is in contrast to typical broadsheet typography. GOTCHA!

what is it with scientists and Arial anyhow?