Just wanted to point out that with the AT/X-standard you're "guaranteed" that the position of the holes fits in every case, every one from Extended-ATX to Mini-ITX, even the more obscure Mini-DTX size has no problem in an ATX/mATX case, as long as there is physical space for it. Same goes for powersupply and the like, thankfully, or there would much more chaos on the user experience.
I still use the old steel tower from Chieftec Dragon series with lots of internal 3.5 hdd bays, three 5.25 drive bays in front (which I've converted in to 4x 3.5 HDD bays as my main server case. If I need DVD/Blu-Ray I just use those through USB as needed) + 2x 3.5" in the front as well.
Working with SFF cases are difficult because they're so small and only have a couple drive places, at max, so it all depends on how much you plan to use/need. For a media computer beside your TV that's perfectly fine.
Right now I'm using a Thermaltake Core V21 Micro-ATX case with a whopping 20cm fan in front as my gaming pc.
Generally, the bigger they get the more air they can push and usually the less noise you get, as it works on lower rpms. Although, it depends on the quality of course.
I would take bigger fans over liquid cooling any day as the later is such a pain to work with, is a lot more expensive, more noisy (in my experience at least), and if there is a leak you're pretty much done for.
When it comes to airflow,
and since warm air expands and rises - cold air contracts and falls, make sure you have intake either in front or under and have 1 or 2 fans on top if the case allows it, otherwise out back above GPU/motherboard. Fans in the case door in front or behind where the GPU/motherbord is placed is also a good idea, just make sure the airflow is directed as much as possible with this in mind.
Just my 4 cents as I love building and setting up computers. Good luck! XD