Creating a Mood
Let's look first at a single character of type to understand the power type can give your design. When set in various faces, even a single letter - such as a lowercase a - can evoke different feelings, depending on the design of the typeface.
When the letterform is flowing and curvaceous, the feeling conveyed is softer than the feeling communicated when the letterform is angular and hard-edged. A whimsical letterform will convey a lighthearted mood; one that is elegant will communicate sophistication.
As another example, choose two words with contrasting or even opposite meanings, such as peace and war. After seeing each of these words in the various typefaces, which face do you think is most appropriate to the meaning of each word?
Source: Design Basics for Creative Results by Bryan L. Peterson
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