.YOU MAY certainly not realise it, yet various fonts generate various feelings. Serif typefaces, along with tiny movements in the end of letters, are usually discovered in books and papers. They seem to be respected and reliable. Sans serif fonts, which are plain, may seem contemporary and casual. Visual congruity gives readers a sense that they understand where they stand it aids to develop rely on. In the case of The Economist, it specifies the hue for our writing.