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First of all right and wrong do not exist in graphic design. There is only effective and non-effective communication. Typical design rules are to select a font for body copy and another for headlines. Use bold, italics, and different sizes of those fonts for captions, subheadings, decks, and other design elements. Depending on the design you might use a third font for initial caps, pull-quotes, or other selected items. You might add a fourth font for page numbers or as a secondary body font for sidebars, but usually two or three are sufficient.
It is also wise to not make sudden typeface changes within a paragraph. Use the same typeface for body copy, using only bold or italics to add small amounts of emphasis, if necessary. If greater emphasis is required — create a pull-quote, set that copy in the margin, or create a sidebar using a different font to really set the information apart.
The Bottomline: No hard and fast rule says you can't use five, six, or even twenty different fonts in one document. However, consistency and readability are important to good design and too many font changes can distract and confuse the reader. Make your font choices carefully and consider how many typefaces will be seen together — longer, multi-page publications, such as magazines, can often tolerate a greater variety of typefaces. For brochures, ads, and other short documents, limit typefaces to one, two, or three.
If an ad is well-designed, it will look just as good upside down.
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