.YOU MAY certainly not understand it, however various fonts generate different feelings. Serif fonts, with small strokes by the end of letters, are actually frequently found in manuals and papers. They seem credible and also authoritative. Sans serif fonts, which appear, can appear modern-day and casual. Aesthetic consistency gives viewers a sense that they know where they stand up it helps to create rely on. In the case of The Economist, it specifies the shade for our writing.