.YOU MAY not know it, but various typefaces elicit different emotional states. Serif typefaces, along with small strokes at the ends of letters, are actually often found in publications and also newspapers. They appear trustworthy and also authoritative. Sans serif typefaces, which appear, may appear modern-day and also casual. Aesthetic congruity gives viewers a feeling that they understand where they stand it assists to construct trust. In the case of The Economist, it prepares the shade for our news.