.YOU MAY certainly not know it, yet various typefaces evoke different emotional states. Serif font styles, with tiny movements in the end of letters, are often found in books as well as papers. They seem to be credible and also reliable. Sans serif typefaces, which appear, can appear contemporary and also casual. Visual uniformity offers viewers a feeling that they understand where they stand up it helps to build trust. In the case of The Economist, it specifies the tone for our writing.