Typography is one of those things that you wouldn’t think holds much importance, but it can create a big impact on your designs. The tone of a design relies heavily on the font choice.
Using a serif font will create a serious message that conveys a sophisticated, trustworthy tone. A sans-serif font is more modern and has a more neutral tone. Using a script font allows for an elegant and more creative message. If you are trying to be dramatic, a decorative font would be the correct choice.
It is important to keep in mind the tone of your font choice in order to accurately communicate your message.