Typography is the art of using fonts that involves choosing the typefaces, sizing them, spacing each font to another, spacing each line, and measuring the length and the width of the lines.
Choosing your typefaces wisely is important. Even before you consider the size, length, layout, etc., the typeface itself has expresses certain emotion subconsciously to its reader. Take a look at the example below.
This is a make-up food name written using different typefaces. Imagine how the food is cooked, how it tastes, and the environment of the restaurant / place where it is served.
Here is a little game. Guess from which movie / company / food and drinks brand name the word below comes from!