It’s not what you think.
If you’ve noticed a change of typeface in the headings and sections on this blog (and of course, can’t miss the banner!), there’s a good reason for this. A very interesting article showed up over at the Los Angeles Saddam Times about the three campaigns’ typefaces and how people relate to them:

Typefaces with big round O’s and tails are considered more friendly, whereas linear fonts evoke overtones of “rigidity, technology and coldness,” according to British psychologist Dr. Aric Sigman who published a 2001 study, “The Psychology of Fonts.”
With artistic flourishes such as a tail on a lowercase “a,” serif styles “conjure images of trustworthiness,” whereas uncluttered sans serif styles “carry less emotional baggage,” he says.

It turns out Clinton’s main typeface is New Baskerville; Obama’s is Gotham (with his logo rendered in Requiem), and McCain’s is Optima, which turns out to be very significant in that Optima is the typeface used on the Vietnam Memorial, and it makes perfect sense, given his military service. The article is indeed interesting to consume.