Typography plays a major role in conveying the brand's identity, message, and tone, and can make or break a design.

Consider the brand identity: The typeface you choose should reflect the brand's personality and values. If the brand is more traditional and established, a classic serif typeface may be a good choice. On the other hand, if the brand is more modern and innovative, a sans-serif typeface may be a better fit.

Consider the audience: The typeface you choose should also appeal to the target audience. For example, if the product is targeted towards a younger audience, a more playful and informal typeface may be appropriate. However, if the product is targeted towards a more mature and professional audience, a more formal and refined typeface may be a better choice.

Consider legibility: The typeface you choose should be easy to read and legible, even at smaller sizes. Avoid typefaces that are too complex or difficult to read, as this can lead to a poor user experience.

Consider contrast: The typeface you choose should also provide enough contrast with the background to ensure that the text is easy to read. Avoid using typefaces with low contrast, as this can make the text difficult to read and strain the eyes.

Consider hierarchy: The typeface you choose should also help to establish a clear hierarchy of information. Use different weights, sizes, and styles to differentiate between headings, subheadings, and body text.

In conclusion, choosing the right typeface is an important part of product design. By considering the brand identity, audience, legibility, contrast, and hierarchy, you can choose a typeface that not only looks great but also enhances the user experience and helps to achieve the desired design goals.