I found it interesting that Lupton brought up the fact that designers often consider the history of a typeface and it’s well known uses before selecting one for a project. For instance it mentioned that Gotham was used for Obama’s presidential campaign. Designers must be aware that their audience may have subconscious association for any given typeface.
As for Helvetica, which has been used for such a wide range of projects, it can give another sense, one of familiarity to the reader. A designer must decide if they want that for their project, or if they want to use something more unique.
As a newspaper designer, it is essential that when choosing typefaces for headlines, I represent the story well. It is important for me to be knowledgeable about typefaces and their connotations so I don’t misrepresent an article. My job is to encourage readers to read our content and to reflect the newspaper’s writing and style.