.YOU MAY certainly not know it, however different fonts evoke different feelings. Serif fonts, along with small strokes by the end of letters, are actually commonly discovered in books and also papers. They appear credible and also authoritative. Sans serif typefaces, which are plain, may seem modern as well as informal. Visual consistency offers visitors a sense that they recognize where they stand it aids to develop count on. When it comes to The Economist, it sets the tone for our news.