You can spot a Shopify store's price point by the font in the first 2 seconds. Most premium brands doing 7 figures monthly are getting this wrong without realizing it. The customer doesn't think "the typography is wrong" They just feel it. Something about the site says "discount" even though the prices say "premium" They scroll past. They never come back. Here's what actually signals price point through type: Premium stores use restrained, considered typefaces. Serifs with weight (Domaine, Tiempos, GT Sectra). Sans serifs with character (Söhne, Untitled Sans, ABC Diatype). They use them at confident sizes with generous spacing. Discount stores use whatever shipped with the theme. Usually Montserrat, Poppins, or Open Sans at default settings. Fine fonts. Used everywhere. They signal "we didn't make a decision here" The Shopify owners I work with often have $80K product shoots, custom packaging, and beautifully art directed lifestyle content, paired with a typeface that costs nothing because it came with the template. The customer reads the product page in the same 4 seconds they read the homepage. The font is doing brand work the entire time. If it's saying "discount" while everything else is saying "premium," the customer trusts the font. Typography is the cheapest premium signal you can give your store. It's also the one most owners haven't touched since launch.