.YOU MAY certainly not understand it, but different fonts bring about different feelings. Serif fonts, along with small strokes by the end of letters, are actually typically discovered in books and also papers. They seem to be respected and also authoritative. Sans serif typefaces, which are plain, may show up contemporary as well as informal. Aesthetic uniformity gives viewers a feeling that they know where they stand it assists to create count on. In the case of The Economist, it specifies the shade for our journalism.