The mood you want to create is another subjective attribute you need to consider when choosing a typeface. Unlike other factors, it can't be separated from the meaning of the text itself. This means that the same message can be perceived differently when written in different fonts!

For example, choosing a high readability "cute" font can make the message look romantic. In the TV show Once Upon a Time, Snow White and Prince Charming often say to each other, "I will always find you."^[1] What they mean is, "No matter what obstacles life throws my way, I won't give up on you." A romantic font can help convey this mood.

At the same time, if you pair the message with a "scary" font, the same line will look creepy and menacing.