“Typography is what sets Apple, at first glance, apart from just about everyone at the mall. Typography is what makes a self-published book often look pale in comparison to a â€˜realâ€™ one. Typography (or the lack thereof) is a safety hazard on airplanes (who decided that all the safety labels should be in ALL CAPS)?
The choice of a typeface, the care given to kerning and to readabilityâ€”it all sends a powerful signal. When your business card is nothing but Arial on a piece of cardboard, youâ€™ve just told people how they ought to think about youâ€¦ precisely the opposite of what you were trying to do when you made the card in the first place” From Seth Godin