.YOU MAY not realise it, but various fonts elicit various feelings. Serif typefaces, along with small movements in the end of characters, are actually commonly found in manuals as well as papers. They seem to be trusted as well as reliable. Sans serif fonts, which are plain, can easily show up contemporary and also informal. Aesthetic congruity offers viewers a sense that they know where they stand it aids to construct leave. In the case of The Economist, it specifies the shade for our news.