Thirteen Ways of Looking at a Typeface

1. Because it works.

2. Because you like its history.

3. Because you like its name.

4. Because of who designed it.

5. Because it was there.

6. Because they made you.

7. Because it reminds you of something.

8. Because it's beautiful.

9. Because it's ugly.

10. Because it's boring.

11. Because it's special.

12. Because you believe in it.

13. Because you can't not.

Michael Bierut's article on Thirteen Ways of Looking at a Typeface expands on the 13 "ways" mentioned above. It is worth your while reading further through the comments below the article to see what others have to say.