Which box would you choose {{ first_name | default: }}?
You’re asked to put your hand in one of two closed boxes.
One contains something harmless — a flower garland.
The other: a rubber snake and plastic spiders.
You have to choose. But you’re not allowed to look.
Chances are, you’d pick Box A.
Not because you had more information.
Not because it was rational.
But because it felt safer.
Box A used typography you’d associate with old pharmacies, artisanal packaging, or nostalgic labels.
Box B used a clean, modern, minimalist font.
And that difference — just the font — turned out to be decisive.
Typography influences perceived safety. Even when actual risk is unknown.
In one of seven experiments by Kulczynski & Hook (2024), 58% of 166 participants chose the box with vintage typography.
Why that happens — and how you can use this psychological effect in your webshop — is explained in today’s premium edition.
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