Helvetica As Clean As Ever

[LeadMagnet]

I wish i understood typefaces.

Can anyone explain it? I know there's an art to it. That each type conveys a certain feeling and that's why designers choose them. But how do you know what effect it will have on people? Is it taught? If so, is there some reading material that anyone can recommend to help one such as me along that path?

How do you analyse a typeface? Or do you? Is it just pure instinct for most people who are into type? You see something that fits, you don't know why, just that it does and you love it and you have to use it and nothing else will do. Is that it?

What makes helvetica so special then? It's neutral... ok... how? In what way? Does anybody know why? Or is that a mystery which prevents other typefaces from repeating helvetica's success?

So many questions. I hope someone here can help answer them.