Conveying a Feeling (Typography in Visual Communication)

(https://www.designmantic.com/blog/infographics/font-moods/)

A content might be an advertisement of a computer game. It might contain some exciting features of the game. In such case, you should design the content that is fun, playful and glamorous.

If your content requires some seriousness, you should choose fonts that are simple, plain and professional. The choice of such typeface determines how the content is understood.

"Two researchers from Microsoft, Kevin Larson and Rosalind Picard, conducted a study called the Aesthetics of Reading, to demonstrate the benefits of good typography. They found that good typography induces a good mood. In this study, participants were asked to read text with either good or poor typography. The participants who received the good typography performed better on relative subjective duration and on certain cognitive tasks. This should make us think that typography is a design element that needs our attention not only on the web, but in all design that employs the use of typefaces."

http://joogpot.eu/knowledge/16-webdesign/57-evoke-emotion-through-typography (Fantastic link for some great information.)