If you get it right, typography can be incredibly powerful. Turn to the writings of Robert Bringhurst, whose Elements of Typographic Style has served as a sagely reference text for decades, and you’ll find a high-minded articulation of the craft. Typography “exists to honor content,” according to Bringhurst, and when it’s done well it “reveals every element, every relationship between elements, and every logical nuance of the text.”

Whether you find these words inspiring or intimidating, the plain fact is that the right typographic choice always reflects the specific needs of the project itself. These needs are not only aesthetic, but also technical and functional—and there’s only so much you can tell from snippets of text as you scroll through a dropdown menu from Alegreya to Zapf Dingbats. Certain fonts work best in headlines, while others read well in paragraphs. Some font families are large enough to include international scripts and special characters. And if the font comes in a range of different styles (like italics or small caps) and weights (from hairline to ultra-black), it’ll offer more tools to fine-tune the design as the project comes together.

There’s a lot to think about, sure, but some of the most important considerations are the practical and functional features of the project. By starting with what you already know, then thinking through the following considerations, you’ll find a font that meets your needs.