While good use of type helps people to read, great typography can do so much more. Typography can eloquently articulate an idea and colourfully communicate a message in ways which are as powerful as any illustration or photograph. I’m someone who loves cinema as much as I admire typography. Few things inspire me as much as seeing movie poster typography which either evokes the atmosphere of a film and adds to the telling of its story.

https://www.smashingmagazine.com/2020/04/inspired-design-decisions-herb-lubalin/