.YOU MAY certainly not realise it, yet various typefaces bring about different feelings. Serif font styles, with small strokes by the end of letters, are actually typically located in books and newspapers. They seem to be trustworthy and authoritative. Sans serif fonts, which are plain, can look modern-day and also casual. Aesthetic uniformity gives viewers a sense that they know where they stand it helps to build rely on. In the case of The Economist, it establishes the hue for our writing.