.YOU MAY not know it, yet different fonts generate different emotional states. Serif typefaces, with small movements at the ends of characters, are actually usually discovered in publications as well as papers. They seem credible and also authoritative. Sans serif font styles, which are plain, can look contemporary and also informal. Visual consistency offers visitors a feeling that they know where they stand up it aids to construct trust. In the case of The Economic expert, it sets the shade for our writing.