Even if the average bookshop-browser doesn’t know the difference between a serif font and a sans serif font, the typeface of your book's title and other cover text can make the difference between yours being the book they pick up, and the one they glide past.

An especially crucial component of your book’s cover, your choice of typography can let readers know whether your book’s for them by reflecting its content, genre, and overall professionalism. The wrong typographical choice can make it seem unprofessional, unexceptional, and misleading — a font-derived fate we’d all rather avoid.