Berlin
The typeface Plak was used here as its geometric forms complemented the architectural imagery of the book, as well as having a neat German connection to its designer, Paul Renner.

The right typography will reflect the values of your project. The choice of typeface, size, weight, colour and layout will determine how your content is seen; restrained, frivolous, traditional, luxurious, modern etc.
The typeface Plak was used here as its geometric forms complemented the architectural imagery of the book, as well as having a neat German connection to its designer, Paul Renner.
In this example, Miller was used for its restrained, conservative feel.
An industrial-feeling slab serif was chosen here to complement the subject matter.
Sans-serif type has a more modern, minimal feel. While less ornate than serif type, this neutrality can allow imagery to stand out.
Serif type will give your project a restrained, traditional look. It also has connotaions of fashion and luxury. Traditionally, serif type is thought to be less strenuous on the eye for large volumes of text, such as in a novel.
There are a huge variety of display types, that, while inappropriate for small body text, can be used to add character to titles, chapter numbers, covers etc.