.YOU MAY certainly not understand it, however different fonts elicit various emotional states. Serif font styles, with small strokes by the end of characters, are usually located in publications as well as papers. They seem dependable as well as authoritative. Sans serif fonts, which appear, may look modern-day and laid-back. Visual consistency offers visitors a sense that they understand where they stand it aids to develop count on. In the case of The Economist, it sets the tone for our news.