I think a typeface creates a mood or feeling without you even knowing. Before learning about different typefaces, I didn’t put any thought to what I saw written around me. I didn’t read into fonts much, anything that was written out in front of me only made sense because of what I read, not how it was written. I’ve started to look at typefaces more now, I remember I looked at a sign for a spa and I thought to myself “does that really fit the store?” and I think it did.