typography evokes emotion. even when the text itself stays the same, it can completely change the way you feel about something.
event planner/designer tip of the day: when considering invitation, place card, menu and program designs, do away with the premade layouts and hire a graphic designer. it is a myth that they are unaffordable. graphic designers can capture the energy of an event with a quick switch of a font better than you (or even i) ever could.