Perhaps the most romantic way of regarding typefaces is that they embody the unspoken messages in our words. And as such they affect us all, designers and non-designers alike. But a typeface in itself is not typography any more than an alphabet is a word, despite the intrinsic relationship of one to another. Words could not exist without an alphabet while an alphabet needs to form words to have a purpose.
When a type designer sets out to design a typeface, their first consideration should be to set its tone and style, possibly the biggest challenge in the entire field of visual creativity. A type designer needs to imagine all the possible scenarios and media that the typeface they are about to design might be applied to. This involves mixing different sizes and lower- and upper-case letters in the same design project.