.YOU MAY certainly not realise it, however different typefaces elicit various emotions. Serif typefaces, with small strokes by the end of letters, are actually usually located in books and also newspapers. They seem respected and reliable. Sans serif fonts, which appear, may look modern-day and informal. Visual congruity offers readers a sense that they know where they stand up it aids to construct rely on. In the case of The Financial expert, it specifies the hue for our news.