The way typefaces (aka fonts) are used to express the values of your business.
Here's an analogy.
Typography is like table manners: It’s rarely called out when done well, but painfully apparent when it doesn’t work.
Why does it matter?
Typography is your brand’s expression through the written word, arguably the most crucial but also most overlooked brand touchpoint. The typefaces you use in your brand can communicate different feelings to the people who encounter them.
How does it apply?
The user interface in most digital products primarily includes typography. So in addition to touching your brand and how users perceive you, selecting the right typeface also matters when thinking about usability and creating a seamless user experience.