I'll take the other side here: There's two axis - engagement and authority. Baskerville is not engaging, but it looks authoritative. So you tend to agree, even

I'll take the other side here: There's two axis - engagement and authority. Baskerville is not engaging, but it looks authoritative. So you tend to agree, even if you don't know what it says (like a boring professor or politician). Comic Sans is like a boring person in a clown suit - you can't follow what it's saying, and you tend to disagree just because it looks a little stupid. The more respectabel Sans are engaging, but not authoritative; Times is both engaging and authoritative. If you read something in Baskerville, you agree because it looks so boring that you can't be bothered reading it. Georgia, on the other hand, encourages both strong agreement and strong disagreement - people take it seriously, but actually pay attention. No-one takes Comic Sans seriously, because it's hard to read and looks stupid.