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Цвет, конечно, сразу задает нужное настроение.

Любопытно из википедии про шрифт Gotham, который тут упоминается, бывший шрифтом президентской кампании Обамы:

John Berry, an author of books on typography: «It's funny to see it used in a political campaign because on the one hand it's almost too ordinary yet that's the point. It has the sense of trustworthiness because you've seen it everywhere.» Graphic designer Brian Collins noted that Gotham was the «linchpin» to Obama's entire campaign imagery.

Observers of the primary and general elections compared Obama's design choices favorably to those made by his opponents. In her campaign, Hillary Clinton used New Baskerville, a serif used by book publishers, law firms, and universities, while John McCain used Optima, the same font used for the Vietnam Veterans Memorial.