Does typography affect UX?

Typical case of a rhetorical question. ‘Look-and-feel’ as the layman’s definition of UX.

“Typography matters as much as geography. Businesses take a great deal of time to consider the implications and pitfalls of entering a new market, but they often leave major components of their UX to the arbitrary decisions of outside contractors. Everything matters in brand identity, especially the look-and-feel of the fonts that identify your company.”

(Creative market)

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