I have a thing for fonts. They communicate far more than a letter, but an emotion and feeling. Certain fonts draw people in, certain fonts calm the nerves, while others make people playful. All of this plays a role in web design.
– If you are a commerce site, choose fonts that make people want to buy
– If you are a content site, choose fonts that make people want to read
And so on.
How important do you think fonts are in text advertising? Each text ad may have a certain font that is in line with either the advertiser brand or the intended action. A font-based text ad network may be just around the corner.
If you want more insight into fonts check out the great movie Helvetica.