“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 ‘real’ 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 readability—it all sends a powerful signal. When your business card is nothing but Arial on a piece of cardboard, you’ve just told people how they ought to think about you… precisely the opposite of what you were trying to do when you made the card in the first place” From Seth Godin