.YOU MAY not know it, but different fonts generate different feelings. Serif typefaces, with little movements in the end of characters, are actually frequently discovered in books as well as papers. They appear dependable and authoritative. Sans serif font styles, which appear, may appear modern as well as informal. Graphic uniformity provides visitors a feeling that they know where they stand up it helps to develop trust. When it comes to The Economist, it sets the tone for our journalism.