A font is a tone of voice nobody reads out loud

Choosing a font feels like a design decision, so people treat it like a menu: which one looks nicest? But a font is not decoration sitting on top of the words. It is doing part of the talking.

Round, soft letters whisper "friendly, approachable, safe." Sharp, geometric ones say "modern, efficient, no time to waste." A traditional serif says "we have been doing this a long time and we are not about to reinvent it for you." None of this is written anywhere. It is read anyway, instantly, by everyone who looks at it.

Which is why the same sentence, set in two different fonts, can build two completely different businesses in a reader’s head before they have absorbed a single word of what it actually says.

So the real question was never "which font do I like." It is "what do I want people to assume about me before they have read a word I have written." Pick that one. It is doing more work than the words are.