Should the font you use be neutral? Or should the font connote the message? Some people believe that fonts should be neutral. And that it should stay objective and allow the message to do its job. Others do not quite agree.
We say it depends on the context. Not as a cop out.There should be other things that should be considered like, what is the message? Where does it appear? What does it want to say? All these are important.
Here’s an example. You read about a gory scene in your favourite thriller? There is nothing gory about that typeface you read it in. But you got the imagery. It’s a story book. People expect the font to be neutral. The story should reveal itself.
In a logo? Well, it again depends. What does the brand stand for? What are the colours that will anchor it?