There is often a tendency to choose fonts based on what serves our preferences. Some people prefer the formality of Helvetica or Times New Roman, while others like to use fonts that are fun and informal.
There is no such thing as the right font but rather, the right font for the occasion. For small businesses, using the right font in your print marketing can be the difference between a strong, memorable brand and one that is quickly forgotten or worse, remembered for the wrong reasons.
Consider the following examples:
In the examples above we have two fictional companies, one a serious company and the other a fun company. As an important investment firm, Davis investment services is not very likely to be taken seriously by affluent, wealthy customers when they are using an informal font. By the same measure, OnlineFunZone.com does not look very fun at all when displayed in a highly formal brush script.