How do you choose a typeface? Do you browse through fonts online and make educated guesses? Typefaces hold history, personality and unique details in their characters, to which you, as design have to "cast type" in the role of your storytelling design, being the "movie."
In this video I describe how designers do more than just "pick a font." There are other variables in play, such as how to pair well with other typefaces, where to place them in hierarchy for full effectiveness, and how well they work with the visuals on the page. Don't forget legibility and readability too.