.YOU MAY not know it, yet different typefaces evoke various feelings. Serif typefaces, with little movements by the end of letters, are typically discovered in manuals and also papers. They seem reliable as well as authoritative. Sans serif typefaces, which are plain, can appear modern-day as well as informal. Aesthetic uniformity provides viewers a sense that they understand where they stand it aids to build rely on. In the case of The Economist, it specifies the hue for our writing.