Final answer:
When buying a typeface, it's crucial to consider the project context and desired tone, as different typefaces convey different meanings. Serif typefaces are often seen as classical, whereas sans-serif typefaces like Helvetica are viewed as modern.
Step-by-step explanation:
When buying a typeface, you should consider the context and mood of the brand or project you are working on. The typeface is a significant element in any design, conveying meaning and setting the tone. A typeface suitable for an oil and gas company might not be appropriate for baby food branding or for a French restaurant due to the different feelings and values they need to communicate.
Typefaces come in mainly two basic forms: serif and sans-serif. Serif typefaces include a small line or stroke attached to the end of a larger stroke in a letter or symbol, known as a serif. They often impart a classical or refined feel. On the other hand, sans-serif typefaces, like Helvetica, do not have these extending features and can appear more modern.
The design of the type, such as the thickness variation and the finishing tops of letters, like the "A", can also give an elegant or decorative quality to the font.
With the advent of digital typeface design, there are now thousands of options available. Some typefaces can be used for free while others, especially specialized ones, may need to be purchased or licensed. It's important to ensure that the typeface you choose is properly licensed for your use-case.