Serif type creates a line at the top and bottom, making it easy for the eye to track it. As a result, serif type is often preferred for body text of publications. Research shows people comprehend body text written in serif type more than they do sans serif type. Sans Serif type is preferred for headlines, because it provides a contrast to the body text, making it easy to read and distinguish. Decorative fonts are best used when they are part of the art of the publication.
Dingbats also add visual impact to a publication.
There are also some general principles about size of type. People do like to use drop caps to draw attention to copy, remember to use a type size three to four time the size of the body copy. Ligatures - when two or more characters appear as one. Color has a power influence on us. It elicits a strong emotional response and is full of symbolism.