Ask HN: How do you choose a good font for your next project.

I need to start by saying that I'm not a font guy. I know people who are, and they can wax poetic about the differences between two fonts that look almost identical to me. That being said, I do recognize there is a difference between the right font and the wrong font. I also acknowledge that a good font can drastically impact the story you are telling with your site or app.

So I ask the question.. How do you go about choosing a font for your next project?

Any advice or help is much appreciated. Thanks in advance.