.YOU MAY not understand it, but different typefaces bring about different feelings. Serif fonts, along with tiny movements at the ends of characters, are frequently located in publications and also papers. They appear trustworthy and also authoritative. Sans serif fonts, which are plain, can easily show up present day and also laid-back. Aesthetic congruity offers visitors a sense that they understand where they stand up it assists to build depend on. In the case of The Economic expert, it sets the tone for our journalism.