Expected aesthetics

When choosing a typeface, consider the aesthetics that users expect from your product. Your typeface should conform to the image expected by the target audience.

Imagine you are designing a website targeted at children. Think about what kind of impression it's supposed to make. Probably something light-hearted, energetic, and free-spirited.

Now look at typefaces that you are considering and try to describe them with a few words. Hoops! is a whimsical and playful typeface, while Copperplate looks serious and elegant. In this case, Hoops! would make a more appropriate typeface for the product.