.YOU MAY not understand it, but various typefaces generate various emotional states. Serif font styles, along with tiny movements at the ends of characters, are usually located in publications and newspapers. They seem trustworthy and authoritative. Sans serif fonts, which appear, can easily look modern as well as laid-back. Aesthetic uniformity gives audiences a sense that they understand where they stand it assists to develop rely on. When it comes to The Economist, it establishes the tone for our writing.