.YOU MAY not know it, but different fonts elicit different emotional states. Serif typefaces, along with small movements at the ends of letters, are actually commonly located in books as well as newspapers. They seem to be respected as well as reliable. Sans serif font styles, which are plain, may look contemporary and also informal. Graphic consistency provides audiences a sense that they know where they stand it helps to develop trust fund. In the case of The Economic expert, it establishes the shade for our news.