.YOU MAY not realise it, yet various fonts evoke different emotional states. Serif typefaces, along with tiny movements in the end of characters, are usually found in manuals and papers. They appear dependable as well as authoritative. Sans serif fonts, which appear, can appear modern-day and also laid-back. Graphic uniformity offers audiences a feeling that they recognize where they stand it aids to create trust. When it comes to The Economist, it sets the tone for our writing.