Often overlooked, typography is an art form all of its own.
While it's simple to lay down words and numbers on a page, making the most of the shapes and letterforms involves more than just setting leading and kerning. Good typography should often be almost invisible to the reader; it should facilitate the understanding and improve readability. However, it doesn't have to all be functional because OpenType fonts offer the designer a host of styles and effects that can be used to introduce more refinement and character to a piece of work.