I read an article a while back that said if you read a story that you disagree with, in a smaller font, it’s more likely to change your mind. I find that fascinating, and I have my own theory for why it could be true.
I think that the effort required for you to consume the content stimulates a new kind of mental muscle—the muscle for reviewing NEW content. Whereas if you just take it in real fast your mind says,
We’ve seen this before—it’s crap.
I’ve been on a typography kick lately and I’m noticing that many high quality publications have very small font sizes in their print and online forms.
This is probably related to the above.
Is it because it subconsciously activates thought? Is it because it gives someone a feeling of accomplishment to get through the text? Is it difficult, therefore exclusive?
I think that exclusivity is definitely a factor. It’s like the typographical version of ‘negging’. It’s courting the reader by condescending to them.