Type can really tell a story. Those who aren’t typography geeks probably don’t notice the bazillion typefaces they are confronted with on a daily basis. Indeed, a specific typeface/font can tell a lot about you. BOLD and BIG? You probably want to be noticed, now. A sketchy, hand-drawn looking typeface? You may be going for a casual, playful look. (Just avoid Comic Sans, dear lord….)
I used a typeface called Billhead for this Tonic advert, which clearly harkens back to the early 1900s.