In most cases typography either makes or breaks a lot of projects.
After you have done your brainstorming, and your sketches, you should move to the typographic side of the project and identify which typefaces you'll be planning on using, or which typeface you like but need to add (or remove) something from it to make it unique and just the way you like it.
The typeface to the conscious mind is very subliminal and very often overlooked at.
Even if the font might be hard to read, we might still read it but have a different thought about it if it was made with a different font.
A good graphic designer will go through great lengths to find the best font to ensure the selection and construction of the type complements the mood of the piece.
The best way to go on about picking a typeface is just like creating thumbnails.
You pick the typefaces that you will think will bring a lot of emotion to the project and will work well with other parts.
You can have as many typefaces as you'd like, but then slowly start filtering them out to see which one will work great.
When you are left with about four or five typefaces you can then keep them and place them into the project when the project is already in the works.
A couple of typefaces will be filtered out right away, one won't work, and the other two should be decided by your peers or mentors.