Until Mandelbrot introduced the concept of fractal geometry and fractal dimension in early 1970s, it has been generally considered that the geometry of nature should be too complex and irregular to describe analytically or mathematically. Here fractal dimension indicates a non-integer number such as 0.5, 1.5, or 2.5 instead of only integers used in the traditional Euclidean geometry, i.e., 0 for point, 1 for line, 2 for area, and 3 for volume. Since his pioneering work on fractal geometry, the geometry of nature has been found fractal. Mandelbrot introduced the concept of fractal geometry. For example, fractal geometry has been found in mountains, coastlines, clouds, lightning, earthquakes, turbulence, trees and plants. Even human organs are found to be fractal. This suggests that the fractal geometry should be the law for Nature rather than the exception. Fractal geometry has a hierarchical structure consisting of the elements having the same shape, but the different sizes from the largest to the smallest. Thus, fractal geometry can be characterized by the similarity and hierarchical structure. A process requires driving energy to proceed. Otherwise, the process would stop. A hierarchical structure is considered ideal to generate such driving force. This explains why natural process or phenomena such as lightning, thunderstorm, earth quakes, and turbulence has fractal geometry. It would not be surprising to find that even the human organs such as the brain, the lung, and the circulatory system have fractal geometry. Until now, a normal frequency distribution (or Gaussian frequency distribution) has been commonly used to describe frequencies of an object. However, a log-normal frequency distribution has been most frequently found in natural phenomena and chemical processes such as corrosion and coagulation. It can be mathematically shown that if an object has a log-normal frequency distribution, it has fractal geometry. In other words, these two go hand in hand. Lastly, applying fractal principles is discussed, focusing on pulp and paper industry. The principles should be applicable to characterizing surface roughness, particle size distributions, and formation. They should be also applicable to wet-end chemistry for ideal mixing, felt and fabric design for papermaking process, dewatering, drying, creping, and post-converting such as laminating, embossing, and printing.