What is a difference between a font-family and a typeface? How does one define / gauge / comment that a particular font is bad and good? For e.g.: Comic sans is considered to be an ugly font. Why? Every typeface has a particular emotion. Is there any other way to feel the mood of that typeface? A lot of times, in a given context of a word or typography, 2 letters are mathematically equi-distant but they feel to be visually off. Why does that happen? What is the way to correct them? What are the challenges of designing font for Indian scripts? Why do we always have these serif and san-serif font pairs. Any suggestions to spread the importance of Typography, especially to designers so they get inspired to design fonts and typefaces for Indian context?