A typfeace is emotive It can signify modernity or tradition.

An illegible over artisitic font which is hard to read can confuse your message and so damage your business.

Clarity, elegance and above all... speed of communication is paramount in typeface selecion and indeed typeface creation.

Now we have the written tone of voice, not just the style of typeface but the way that you speak, we have also to consider your tone of colour.