Whatever it is that you are selling, the fonts that you use to create your logo and decorate your Web site say a lot about your product. It's important to match the fonts that you use to what it is that you want to say to your customers. For example, elegant script style fonts work well for all things wedding related, while gothic fonts are very 'in' right now for alternative arts. Use the right font and immediately your audience knows a lot about your business — mix these up and you confuse your visitors with mixed messages about who you are.