Well I'm not saying to become a typography expert, but it's important to understand how font types relate to each other and how to increase clarity based on the

Well I'm not saying to become a typography expert, but it's important to understand how font types relate to each other and how to increase clarity based on the context. For instance, print vs slides vs web page, or a little bit of content vs some heavy content could probably be improved with different fonts. Also, even if people don't notice it, the typeface/font is part of the branding and it creates different experiences. I.e. it makes something look more friendly or serious.