Loxley on Type and Communication

Simon Loxley, Type is Beautiful, (p.2):

Typefaces communicate moods and feelings: some are considered elegant or refined, while others seem bold, radical or whimsical. Typefaces can reflect the fashions or the zeitgeist of an era, often to a surprising degree. Some typefaces were created for a specific purpose. Some are easy to read and draw little attention to themselves; others are meant to grab your attention, but only for the purpose of a few words. Which font is chosen for any given communication matters a great deal, since it conveys a whole world of meaning, both blatant and subliminal, and much time, thought and money continue to be spent to try to get it right.