It's very much yeast and style dependant. as a general rule you get less esters (fruity flavours) as lower temps so things like a kolsch which is supposed to be pretty clean should fermented pretty cool where as a fruitier ale like a british bitter can be fermented a little warmer to encourage some of these flavours and a spicy/fruity yeasty beer like a saison can be, at least partially, fermented even warmer still.
but it is generally a good idea to at least start out a little cooler. The suggestions on yeast packets are a middle ground the yeast manufacturers land on so that the yeast are happy and healthy but the beer isn't overly estery. (yeast like it best around 90* but the beer does not)