Fonts can make a huge difference in not only the readability and usability of your website, but they can also play a critical role in the feel or mood that your site conveys. Have a look at the following examples one by one and think about the emotive words or impressions that come to mind for each one:

Fonts (from top to down): Poiret One, Playfair Display, Alfa Slab One, Dancing Script.

Even subtle differences in fonts can change the feeling that is conveyed, as shown in the following examples:

Fonts (from top to down): Fjalla One, Francois One, Jockey One.

The top font gives a modern, reliable impression; the middle font seems friendly and approachable; and the bottom font feels masculine or technical. Fonts can make a huge difference to your business: just think about how much money has been spent by brands such as PayPal, eBay, or Microsoft on evolving their brand image through the years by adjusting their logos and the fonts used in their communications...