Typography is more than a tool for presenting text. It can add to a website's brand personality, reinforce ideas, and even evoke emotions.

In the 2007's Helvetica documentary, English graphic designer, typographer, and art director Neville Brody stated that the typeface influences people's emotional response to an advertising message.

When they see the text "Buy these jeans" in a grunge font, they're likely to expect to see ripped jeans sold in some underground clothing store. When the same message appears in Helvetica, many customers will imagine The Gap, where they can find a plain pair of jeans that doesn't make them stand out in a crowd.

Typefaces help designers set expectations about the product and complement the brand image. Headlines and logos in slab serifs are attention-grabbing and bold; sans serifs appear simple, straightforward, and credible; meanwhile, serifs carry a sense of tradition and experience.

Modern variations of serif typefaces, like Didone, seem like the right fit for luxury products and high fashion and glamour industries. A strong contrast between thin and thick strokes, narrow apertures, and overall classy, rational design contribute to brands that want to convey feelings of style, elegance, and respectability.^[1]