One of the most common situations we encounter when designing websites for clients is this: the layout is actually not bad, and the images are well-chosen, but the overall look just "something's not quite right." Most of the time, upon closer inspection, the problem lies with the typography. Typography isn't as intuitive as color, but it significantly impacts a user's initial trust in the brand. If the font is wrong, the entire website will look like a hastily cobbled-together template, rather than a well-designed brand identity. We usually start by thinking, "What feeling do I want this website to give people?" and then decide on the font direction, rather than blindly following trendy fonts.