Here’s an interesting guide to font selection I found.
While earning my psychology degree, I did a bit of research into empirical studies of typefaces and how well they represent brands. Short answer here is, its a pretty subjective field. A lot of times a font is considered “appropriate” simply because it’s traditionally been used in a certain way. More research is being conducted, as of course, businesses are interested in engineering the most favorable impression of their products they possibly can. I only mention all this because design is all about context, and there will never be a simple answer for which typeface to choose. Its tempting to think there are magic bullets but that’s a first step to gettin’ lazy.
Anyways, this guide won’t steer you too far in the wrong direction! But its always smart to learn the rules before you break them.