Type and the Target Audience
The study of typography has also allowed for designers to use type effectively in material targeted at a certain age or group. An elderly audience might be more willing to read something that is set in a large legible typeface, while children are more interested in childlike easy to read typefaces (Strizver 45).
Typography in books and magazines must also consider audience. If the text blocks are small and the content is more modern, a sans serif may be appropriate but if the content is more rigid and lengthy, a legible serif is important to use (Williams 2009). Without realizing it people in modern culture recognize these things. People may not realize why they take one article more seriously than another or why reading one is so much easier on the eyes but a proper typography choice shapes these things.