.YOU MAY certainly not understand it, but different fonts elicit different feelings. Serif typefaces, along with small movements in the end of letters, are actually usually discovered in manuals and newspapers. They appear respected and also authoritative. Sans serif font styles, which are plain, can easily show up present day as well as informal. Aesthetic consistency offers viewers a sense that they understand where they stand it assists to develop depend on. When it comes to The Economist, it prepares the tone for our news.