.YOU MAY certainly not know it, but different typefaces evoke different emotions. Serif font styles, with small movements by the end of characters, are frequently found in books and also papers. They seem to be reliable and also reliable. Sans serif fonts, which are plain, may seem present day and also casual. Graphic congruity offers readers a feeling that they recognize where they stand it helps to build depend on. In the case of The Financial expert, it specifies the shade for our news.