Even the shape, style and features of a typeface can have a dramatic effect on a reader’s overall mood.
A study by MIT Media Laboratory found typefaces can cause a reader to become more relaxed, put in a good mood, or become agitated – simply through the characteristics of a typeface.
That’s not to say all type should be beautiful. Consider the mood we want someone to be in when they read any communications, then select a typeface to enhance that mood.