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Typography is very important in Design. It brings all the elements of design together. Our jobs as designers is to make sure our audience clearly understands the message we are trying to get out. For eg:- If the message is of a serious nature using comic sans as a type face is not ideal. A Type face which contains serif's are a much better choice. Look through the subject matter in question and base your typographic style on that.
Have a look at the link below, its a good read :-
http://www.creativebloq.com/typography/what-is-typography-123652
Hope this helps.
Typography influence the overall design, either positive or negative. Good Typography connects, encourage & engage your audience to its contents.
