Ever since the advent of the printed word, there have been fonts. Some fonts are easy to read. Some fonts are difficult to read. The shape and design of words on a page or screen greatly impact our reading experience.
For example, I refuse to order from a restaurant with a menu printed in Papyrus. Or go into a store whose sign uses Comic Sans. Those just aren’t fonts I want anything to do with. Font choice is a reflection of our personality and brand.