Presentation is crucial to all forms of communication -- most of all when dealing with written communication. Unlike information conveyed personally, a written message is static. It must speak for itself. To achieve truly effective communication, one must pay equal attention to content and presentation. In written communication, the fundamental presentation element is the font.
When utilized well, a font can accomplish four things: 1) focus attention, 2) enhance readability, 3) establish a tone, and 4) project an image. Your font is your first chance to capture an audience and create a positive, lasting impression. To be effective, fonts should be chosen carefully and strategically.
The goal of every project is different, as is the intended audience. Accordingly, there isn't one best font or style. The characteristics of your project should determine which font is right.