Reynolds357 has it right. To address the factors he listed:
For large case volumes, use magnum primers. They make more gas than standard primers, and in a large case, even when the case is full, the amount of air space between the grains adds up to make that extra pressurizing gas desirable.
For small case volumes, use standard primers or, in the case of something extremely small with moderate pressure max, like a 22 Hornet, even a pistol primer may be superior. The reason is that extra pressure can unseat a bullet faster than the powder gets going, leading to erratic velocities and barrel times.
Load density. A medium power cartridge like the 30-06 will often do best with a standard primer if the load density is high but better with a magnum primer if the load density is low. The culprit is the same as above; the amount of empty space that has to be pressurized in the case. Low load density makes for a lot of empty space to pressurize and vice-versa.
Powder type. To control progressivity, spherical propellants have deterrent gradient-infused surfaces that make the outside of the grain burn very slowly and then speed up as the surface burns off so to keep making gas faster despite the loss of surface area. Igniting the high deterrent concentration at the surface is particularly hard with earlier deterrent formulations used by older spherical propellants like H335, BL-(C)2, 748, 2520, H380, and H414. Faster burning sphericals, like 231, don't have as high a deterrent concentration at the surface, to begin with, so ignition is less difficult.
In 1989, CCI reformulated their magnum primers to throw hotter sparks and make more gas for higher start pressure to help get the difficult spherical powders lit more consistently. Since then, the metal additives that throw a hot spark shower seem to have been added to most domestic primers, both magnum, and standard.
The bottom line:
No matter whose primers you use, the only way to tell if you should be using the magnum or the standard version is to work up loads with both (assuming you can tell the difference) and then see which one produces a lower velocity standard deviation. That one is almost certainly lighting your powder more consistently. However, as always, it is how the load prints on paper that is the final decider.