While the words you or your copywriter choose are extremely influential, you can also enhance their effectiveness by giving them the right look.
Typography encompasses all the visuals of text, particularly fonts, but also other elements like size, text color, style (italics, bold, etc.) and the spacing between letters, words and lines. All of these impact the visual hierarchy and how your brand is perceived.
Like colors and photography, typography comes in a diverse array of styles, so pick the one that complements your brand most. To add a little sophistication to the Her Habesha web design above, Top Level designer Studio Ubique uses a striking yet classy typography for the titles. But notice how the typography changes to subtle, modern sans-serifs for the product titles below the pictures to achieve a balance.