.YOU MAY not realise it, however different typefaces elicit different feelings. Serif fonts, with small movements by the end of letters, are typically found in manuals and newspapers. They seem respected and also authoritative. Sans serif typefaces, which appear, may show up modern-day and also informal. Graphic consistency offers visitors a sense that they know where they stand up it assists to develop trust fund. When it comes to The Economist, it prepares the tone for our writing.