.YOU MAY not understand it, but various fonts evoke different emotions. Serif typefaces, with tiny strokes in the end of letters, are actually frequently located in books as well as papers. They seem trustworthy and reliable. Sans serif typefaces, which appear, may show up contemporary and also laid-back. Graphic consistency gives viewers a sense that they know where they stand it assists to construct trust. In the case of The Economist, it prepares the tone for our journalism.