.YOU MAY not know it, however different typefaces bring about various emotional states. Serif font styles, along with tiny movements at the ends of characters, are actually frequently located in manuals and newspapers. They appear trusted and reliable. Sans serif font styles, which are plain, can look contemporary as well as informal. Graphic congruity provides audiences a sense that they understand where they stand up it aids to construct trust. In the case of The Economist, it prepares the shade for our news.