Small design decisions have a big impact on the way prospects respond. Using the right typeface does more than make your message more readable; it helps the reader instinctively know something about you. Sans serif typefaces like Helvetica are better suited for less personal or more technical services. Serif typefaces like Times Roman are more inviting, which makes them perfect for consumer-focused areas like healthcare. It’s a little thing, but it has a surprising impact on how your brand and your message are perceived.