This article is written using the Chronicle Text G1 font; you might not care about this fact, but there are numerous studies confirming that the font used affects how we respond to text. If so many studies have been and continue to be conducted on this subject, it is because the world remains very interested in knowing how to manipulate us without us noticing, how to get us to buy an anti-wrinkle cream or adopt an ideological position thanks to small details that the conscious mind overlooks, but which are morbidly perceived by the unconscious: the smell of stores, the color of signs, the typography of texts.