.YOU MAY certainly not realise it, but different typefaces bring about different emotions. Serif fonts, along with tiny movements at the ends of letters, are often discovered in books as well as newspapers. They seem to be trustworthy as well as authoritative. Sans serif fonts, which are plain, may show up modern-day as well as casual. Graphic uniformity provides viewers a sense that they recognize where they stand up it assists to construct trust. When it comes to The Economist, it prepares the tone for our news.