.YOU MAY certainly not realise it, however various fonts generate different emotional states. Serif font styles, with little strokes by the end of letters, are actually often discovered in books and also papers. They appear respected and also authoritative. Sans serif typefaces, which appear, can easily appear contemporary as well as laid-back. Graphic congruity provides visitors a sense that they know where they stand it aids to construct rely on. In the case of The Economist, it specifies the shade for our news.