.YOU MAY certainly not know it, yet various typefaces elicit different feelings. Serif fonts, with small movements in the end of characters, are commonly located in manuals as well as newspapers. They seem to be reliable and reliable. Sans serif fonts, which are plain, can easily appear modern-day and laid-back. Aesthetic congruity gives audiences a feeling that they understand where they stand it helps to build trust. In the case of The Economist, it prepares the shade for our writing.