That’s a good question that I often ask myself 🙂
Typography for me was always one of the most important elements of design.
From designing, typesetting and editing art books for my own little arts publishing company, I went on to design publications for major museums, institutions and corporations in the UK and globally: the National Gallery, the Tate Gallery, Shell, Unilever, the British Council, the Sunday Times Magazine and more.
Getting the type right was always a primary concern.
Now that I work on the web, I am obsessed with making sure that type is treated with the respect and importance that it deserves. Of all the websites that I review, most have some typography issue that they should sort out in order to be accessible or even legible.
If your typography is not correct, you may well be leaving money on the table.
Typograpy also a key aspect of UX and accessibility: let’s make sure we get it right. Sure-fire side-effects can include increased conversions – just ask Jan Koch.