Overall expressiveness of the font - does is stand out or blend in?
Elegant
Rugged
Sophistication, finesse vs robustness, sturdiness, solidness.
Serious
Friendly
Is it solemn or in the mood for fun?
Technic
Organic
Organic refers to shapes that flow and are built with natural or uneven lines, rather than rectangual straight lines.
Classic
Progressive
Progressive is new, refined, reinvented.
Familiar
Daring
Does it elicit an emotion? As opposed to progressive, who can just be catalogued rationally. Does it feel different than what you are usually familiar with?
Loud
Discreet
Discreet is a font that sits rather quietly, then you pay attention to it and you see it's actually pretty expressive, like Verse Sans.
Cold
Warm
The overall feeling, rather than overtly fun or serious.