.YOU MAY not realise it, yet different fonts elicit different feelings. Serif typefaces, along with little strokes by the end of letters, are typically discovered in books as well as newspapers. They appear credible and reliable. Sans serif font styles, which appear, may seem modern and laid-back. Visual consistency provides readers a feeling that they recognize where they stand it assists to build depend on. In the case of The Economic expert, it establishes the tone for our journalism.