.YOU MAY not realise it, but various typefaces evoke various feelings. Serif font styles, with tiny strokes in the end of letters, are actually usually discovered in books and also papers. They seem reliable and also reliable. Sans serif font styles, which are plain, may appear present day and also laid-back. Graphic congruity gives viewers a sense that they recognize where they stand up it aids to develop leave. In the case of The Financial expert, it establishes the tone for our journalism.