Consider the medium the typeface was initially designed for. The extreme of this, is to always use letter press type faces, specifically when printing using a letter press. Consider the typeface, because there are different effects the process of laying down the type will actually have on the aspects of the letters.
Be wary of choosing typefaces depending on what the final product will be produced in.
Choose faces that suit the task as well as the subject. Choose faces that can hold up under pressure, and handle all of the effects that you need them to. Consider the different aspects of the text, and their strengths and weakness and choose the one that is strongest in the area you need it to be. A great deal of italics? Choose a font that has awesome italics.
Consider the historical aspects of the text. Don't use some sort of old english text to advertise for some internet cafe, unless it is medieval themed I guess. Use correct styling for the type of text. Renaissance type? Use Renaissance typography. Choose type faces with the appropriate cultural associations.
Consider serifed and unserifed fonts on their inner structure. Choose non latin alphabets as carefully as latin ones.
Generally speaking, many typographers, when using other languages, spend little time going through and considering the type face for the non-latin alphabet. Take everything into consideration what we've learned int he previous chapters about selecting a face from your own alphabet as with selecting a face from a foreign alphabet.
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