Use good judgement in placing the proper typeface. Each typeface and font has an emotion associated. Please be aware that each person, audience, and culture may have a different notion of what that feeling is. Because of this, it is very important to always keep the scope of project and audience type in mind.
This image shows the phrase "Logo" using six different fonts, all 72 pt in size. Each one has a different vibe that it conveys. Take a look and think about what "feeling" each one gives you.