1" per 10 gallons is a good starting point, but it depends on a lot of things. Maturity of your tank (bio load capability) will matter, personality of the fish will matter, if the fish are big swimmers, that will make a difference. Once you know the kind of fish you are interested in, you can decide how many you can put in your tank. If your fish do not require a lot of space to swim, and they are peaceful, social fish, then 1" per 5 gallons is certainly acceptable, especially if you're tank is somewhat mature. On the other hand, if your fish are not social, and/or they require lots of room to swing, the 1" per 10 gallons might be more appropriate.
HTH