Great article. Lots of good, concrete points, which is unusual for the subject matter. This seems like an article for new designers, so I'll go ahead and chime

Great article. Lots of good, concrete points, which is unusual for the subject matter. This seems like an article for new designers, so I'll go ahead and chime in that I think the single most crucial thing you can do when choosing a typeface or making any other design decision is to be able to look beyond what you intended and see into what is actually conveyed. Once you've learned this skill, you'll no longer make dumb mistakes like trying to grab the audience's attention with the 30pt bright red candy cane font. Because doing that usually doesn't communicate "This is worthy of your attention". It communicates "The designer is desperate for your attention", and that's a surefire way to be ignored. So the chief rule is to put yourself into the audience's shoes, and make sure your design decisions don't topple under an (automatic, subconcious) examination of your motives.