“Type is saying things all the time. Typefaces express a mood; an atmosphere. They give words a certain coloring.”

-Rick Poyner, Helvetica

Typography used in visual communication evokes emotion in the audience.  It ties a specific quote with the message behind that quote to encompass the idea. Since font is a visual aid, the font chosen should reflect the text it is being used on. Without the aid of certain typography or a font, the message conveyed may not live up to its expectation. A lot of what type deals with is psychological, and in order to convey a certain image, idea, or slogan; the typography should be the main way to emphasize the feeling the creator wants to display.

“Typography is what language looks like.”

– Ellen Lupton

Because typography encompasses many different mediums, it is used on any sort of visual communication. There is no way you cannot communicate, because we use language, and because typography is what language looks like, you must use typography in order to communicate. Different fonts and type all have their own distinct qualities, and each one should be used to the best of their ability to create the work that is wanted. For example, for use in a professional setting, you would most likely want to use a font that is more professional in look, easily readable, and with a neutral, understandable weight. Fonts like Comic Sans, Impact, or Lobster are probably not a good idea for a professional setting because of their decreased legibility and hard-to-read text.

Ultimately, different fonts and typography all are used for various aspects of visual communication and should be used to their best aspects. Be cautious in what you choose but make sure it does a good job of conveying the emotion you need it to.