- If the font is part of a brand identity that the user trusts (there’s a reason Times New Roman has Times in it). - If the font has associations with a partic

- If the font is part of a brand identity that the user trusts (there’s a reason Times New Roman has Times in it). - If the font has associations with a particular place or time that you want to imbue your system with. - If you give the user themselves the ability to select a font that works best for them (for example a font focused on the dyslexia reading experience in an ereader).