.YOU MAY certainly not know it, yet different typefaces evoke different emotional states. Serif font styles, along with small movements by the end of letters, are actually typically discovered in manuals and also newspapers. They seem credible as well as authoritative. Sans serif typefaces, which appear, may appear modern as well as laid-back. Visual congruity offers viewers a sense that they understand where they stand it assists to build count on. In the case of The Economist, it sets the tone for our writing.