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I like books! If you walk in my office, you get that point. As a book-fan, I have always tended to like "Times New Roman" font. It looks more like the typeface that I find in books and newspapers. As a lawyer, it was the mandatory typeface for briefs and court documents. In other words, if I wanted to convince a judge that my client should prevail, I used Times New Roman! The font, itself, didn't make me say anything differently. The pleading was, however, expressed in a particular font for the purpose of advocacy.  

Then my bookishness took a hard turn. In the military, "Ariel" was the mandatory font for written communication. The thinking behind the Army's font is this:  Ariel is a more readable font. It is easier to distinguish letters and therefore it is easier on the eyes. Since the written word launches ships, missles, and moves armies, it is important that communication is crystal clear. Therefore, Ariel. 

At first, I begrudging made the shift. I later grew to appreciate the font. If I wanted to convince a commander that a cause was right, legal, or ethical, I used Ariel.

The current cultural font is "Serif," a font that is a lot like TimesNR, but is skinnier and (apparently?) taller. It is still decorated with "wings," so that it communicates and pleases the sense of aesthetics at the same time. Serif is an older font, but it has made a comeback in recent months. Now advertisers are leaning into its use. (read more about it at this WSJ article by clicking --> here <--)

So, if a producer of goods want to sell their wares in toay's market, they use Serif. Same message, different font.

The point is this - fonts change in order to communicate effectively. Same message, different font. 

Likewise, when we share the gospel of Christ to a dying world, we should choose the correct "font." Same message, uncompromised, but draped in grace and culturally amicable. 

. . . but in your hearts honor Christ the Lord as holy, always being prepared to make a defense to anyone who asks you for a reason for the hope that is in you; yet do it with gentleness and respect, having a good conscience, so that, when you are slandered, those who revile your good behavior in Christ may be put to shame. 1 Peter 3:15-16