When it comes to typographical considerations, the most important thing is not what you say, but how you say it. Or rather, how you display it.
The key is to make your text legible, yet not too obtrusive.
A good typographer is like a good chef: they know when to add a dash of drama, a pinch of personality, and a whole lotta whitespace.
For more on whitespace, see Whitespace Optimization.
And for more on the art of being a good typographer, see Becoming a Typographer.