A reader registers the typeface before they register the sentence. Long before the meaning of the words is parsed, the eye has already been told something — formal or relaxed, modern or rooted, generous or austere. Typography is voice in visual form.
Choosing a typeface is therefore not decoration. It is editorial. The right face supports the writing; the wrong face quietly undercuts it. Every magazine art director knows this; the discipline is no less real on the screen than on the page.