Some quotations about Typography:
“The way something is presented will define the way you react to it. So you can take the same message to be represented in different typfaces, the ’emotional’ response to that would be different. The choice of typeface is the prime ‘weapon’ if you want in that communication."
by Neville Brody

“This is a ‘subliminal’ way of seeing. Maybe the feeling you have, when you see a particular typographic choice used on a piece of packaging is just ‘I like to look at that’, ‘that feels good’, ‘that is my kind of product’…But that is the type casting its ‘scret spell’."
by Rick Poynor