In the article they discuss that the first step to choosing a type face is determining how you want your audience to react to the text. The text should be legible and approximate for the target audience of the text being used. This makes sense as different typefaces and fonts will convey different volumes, emotions, aesthetic, and more to the viewer. It is easier for us to measure readability and legibility more objectively than the emotions a font evokes so the article recommends starting there.
I thought the articles discussion on understanding the histories of different typefaces to be particularly interesting. It makes sense because you need to ensure that you are not using a typeface in a way that doesn’t make sense like mixing up cultural text signifiers. This also extends to the idea of not just using the most obviously correlated text; be more creative, think about it for longer, and try to do something different from the most obvious as many typefaces have come attached to certain connotations.
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