Typefaces play a crucial role in shaping the reader’s response while the framework and emotional responses influence the readers’ engagement. Understanding these dynamics will help in creating text content that can increase the effectiveness of communication. This study aims to analyze the interaction between typography, emotional framework and reader engagement through eye-tracking measures in 27 participants with an average age of 18. By comparing affirmations and questions in three emotional categories (positive, negative, and neutral) and three fonts (Open, Quick, and Tenor), we explored how the choice of sources and emotional content influence patterns of revisiting and fixing. Using an eye tracking system (Gazepoint GP3HD), the data collection facilitated the examination of presentations with 18 expressions related to emotions, each infused with different emotional tones, and all participants read at their own pace, with sentences displayed randomly in font style for 3 s each. Significant differences in revisiting and fixing behaviors were found, with positive emotional signals triggering higher revisiting rates. The results also revealed the impact of sources on reading understanding, for affirmations with negative or neutral feelings. These results underline the importance of typography and emotional framework in communication design providing insights for creating more engaging text content.