Typography is a key element used to create a strong visual personality. The right typeface builds character. It not only looks nice, it tells a story.
Choose a font that feels consistent with your brand and identity. Pick a base/foundation font that can be used 90-100% of the time. Then find a complimentary secondary font to be used on special occasions.
Use the correct styling in the right context. Dialogue or quotes should be italicized. Headers should be bold or thicker than the base size you choose. Let color distinguish between primary and secondary helper text.
Great free fonts to use: