Each type has got its own aura and effect!
For a headline with the title »The delicate fragrance or roses« you may use e.g. an English Script. This type is very sweeping, it appears soft and fragile, its hand-written flow conveys a private atmosphere. So here the type suits to the contents, which it transports. A type that could be used in the listing of Bonanza would make itself ridicule in this case.
So try to match the kind of type with the contents.