A Starting Point for Choosing Typefaces

This is a brief follow up to something I mentioned in my previous post about Helvetica (and the film). I wrote that choosing a typefaces requires careful consideration. Aral Balkan's recent article Design is not veneer expresses this perfectly:

At the very least, you should be asking ‘why?’ Why this font? What is the feeling I’m trying to convey? Is this text meant to be serious, fun, exciting, solemn, scary? What’s the voice I’m trying to achieve? And for whom? Who is my audience? Whom am I designing for?

Aral Balkan