.YOU MAY not understand it, but various typefaces evoke different emotions. Serif fonts, with small movements in the end of letters, are usually found in books and also newspapers. They seem reliable and reliable. Sans serif fonts, which appear, may seem modern-day as well as informal. Aesthetic consistency gives audiences a sense that they know where they stand it aids to construct depend on. In the case of The Economist, it specifies the hue for our news.