.YOU MAY not know it, but various fonts elicit various emotional states. Serif fonts, with tiny strokes at the ends of letters, are actually typically found in books as well as papers. They appear reliable and also reliable. Sans serif typefaces, which are plain, can look modern and also casual. Graphic uniformity provides readers a feeling that they understand where they stand up it helps to build depend on. In the case of The Economist, it sets the hue for our journalism.