Fonts are also aesthetic expressions. This is intrinsically subjective and there's nothing wrong with that, nor should the practice of typography be dismissed because it lacks "research" into the utilitarian differences of fonts.
It's not for everybody to fret about serif vs non-serif, and that's OK, you don't have to if you don't want to. But if you want to do mass communication that stuff starts to become important.
It's not for everybody to fret about serif vs non-serif, and that's OK, you don't have to if you don't want to. But if you want to do mass communication that stuff starts to become important.