Typography is more than just artistic text that makes a design attractive. The main purpose of typography is to bring clarity and readability to the display of information. Whether we are developing a set of professional marketing materials, or a advertising campaign comprising multiple media outlets, typography is the key to the message getting through to the intended audience.
Use proper typography to:
Look at the samples below:
The one on the left uses a sans-serif font with no discerning differences between titles or paragraph text.
The one on the right uses a sans-serif title that is a bit larger than the serif body text that has a break between the paragraphs.
The results are clear; the one on the right is easy at a glance to digest, whereas the one on the left is merged together and takes effort to dissect.
Regardless of the types of material you are building, treat each page/screen as an interface that should have much thought placed into the proper placement of each element.