Color Palette Selection

I was wondering if there are certain points to consider when chosing a color palette to visualize data. It seems obvious that certain colors are associated with certain variables (e.g. hot usually goes with red, and cold with blue…). The only thing I could find so far is the difference between qualitative, sequential and diverging palettes. However, there are still many different color palettes from the same category available (e.g. “magma”, “inferno”, “plasma”, “virdis” from bokeh.) and I usually just randomly chose one. Thus, I’d like to know if there are some rules or guidelines when chosing the color palette.