Specifically: Serif fonts and black letters are perceived as most conservative. Scripts are considered a bit less conservative, and sans serif fonts are considered liberal.

Sans-serif fonts are a clue not just to what a company sells, but how they do it. ... sans-serif lettering, neatly presented in black, white, and ultra-flat colors. Cobalt, for example.

Serif fonts, such as Times New Roman, Georgia and Garamond, are named as such because they feature these small but noticeable embellishments. In contrast sans-serif fonts, such as Arial, Helvetica ...

And Century Gothic was viewed as more liberal than Gill Sans, even though they’re both sans serif fonts. “Even within font families, there are differences in how voters are perceiving them ...

In the early days of digital screens, sans serif fonts were preferred to serif, as they improved legibility. The first digital typeface – Digi Grotesk – was designed by Rudolf Hell in 1968.