.YOU MAY not know it, yet various typefaces elicit different emotions. Serif font styles, with small strokes by the end of characters, are usually located in books and papers. They appear dependable as well as reliable. Sans serif typefaces, which are plain, may appear modern-day and also informal. Graphic uniformity provides readers a sense that they understand where they stand up it helps to build depend on. In the case of The Economist, it sets the tone for our writing.