The challenge is to find the right balance between aesthetics and functionality. Typography has the power to breathe personality into a text, to fill it with emotional attributes.
Think in terms of visual impact means considering and using typography as an expression of values, and therefore an expression of positioning for a brand or company. It's about giving character, tone and generating emotion.
It's about asking what typography expresses on the word, because typography does convey meaning, even before we talk about the meaning of words.
Typography also plays a role in a brand's image, it helps to assert its identity and over time becomes a marker of recognition by the public.
From a marketing point of view, typography plays an essential role in the reader's unconscious appetite.
Good management of typographic parameters (choice of font, weight, size, hierarchy, etc.) considerably reduces the loss of readers as soon as they discover the text.
This has a direct impact on communication results (visibility rate, conversion of prospects into customers, etc).
