With information everywhere, there is truly an economy built around attention. Seconds spent on a site can make a huge difference when websites have thousands of users visiting. The site's typography has a huge part in this! I really like the analogy of body language, because it definitely communicates a message to the user as well.
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I know! The body language is that unspoken feeling you get after reading something. A huge part of that is typeface. I was recently reading an interesting article about comic sans and how it can be the key to help people with dyslexia (I belive). But it's not widely used because it's an ugly font!
I'll talk more about this later on, but it all comes down to fitting the context. Comic sans does have it's place, but it's just used incorrectly so often that it's developed an infamous reputation. There are of course just ugly fonts too.