.YOU MAY certainly not know it, however various typefaces elicit different feelings. Serif font styles, with little movements by the end of letters, are usually found in publications and also papers. They seem reliable and authoritative. Sans serif typefaces, which are plain, can look present day as well as laid-back. Visual consistency gives viewers a sense that they understand where they stand it assists to build count on. When it comes to The Economist, it establishes the shade for our writing.