It's true that every typeface has its own unique personality. Archer by Hoefler & Frere-Jones, for example, is a geometric slab serif with beautiful, thin weights and charming ball terminals. Due to this unique combination of characteristics, its personality is modern and credible, but also welcoming and pretty.
As with any typeface, Archer's personality — although beautiful — is not for every project. It would lend a lovely touch to any project that calls for something clean and graceful with a bit of an edge, but clash starkly with a design that needs to portray toughness and power.
This comparison illustrates just how much of an impact the temperament of a typeface has on design and, therefore, just how carefully type choices should be considered. Because of this, before starting a project, I like to browse through typefaces from various resources and take screenshots of the ones I find promising — the ones with a personality that matches that of the project.
The typefaces above, for instance, make up my type moodboard for an upcoming design that calls for a vintage, hand-lettered feel. Their imperfect qualities and classic flair are exactly what this project needs. I can't wait to share it with you all! ...although, I guess I should probably finish it first.