[pickingdinner]

I love how only 1 is about design and 2, 3, 4 are all technical.

> Its personality will prompt the appropriate emotional response(s) from our audience

For this to be just a bullet point, you need to understand the personality of fonts, then understand emotional responses of form, then understand audiences.

> Its design fits the intended use

Not so easy when you actually consider what this is asking. The design is what, and it applies to intent how?

The takeaway being, fonts are really really hard. They're not even supposed to stand out (your content is).

[aredox]

"Only" 1 is so important, in the author's opinion, it has a whole other webpage dedicated to it: https://fonts.google.com/knowledge/choosing_type/emotive_con...