.YOU MAY not realise it, yet different fonts elicit various emotions. Serif font styles, along with tiny strokes by the end of letters, are actually commonly found in books and papers. They appear reliable and authoritative. Sans serif font styles, which appear, may look present day and informal. Visual uniformity offers viewers a feeling that they understand where they stand up it aids to develop trust. When it comes to The Financial expert, it prepares the tone for our journalism.