.YOU MAY certainly not realise it, yet different fonts elicit different emotional states. Serif typefaces, with small movements at the ends of characters, are commonly located in manuals and papers. They appear trusted and also reliable. Sans serif font styles, which are plain, may look modern and casual. Aesthetic consistency offers visitors a sense that they understand where they stand it aids to develop rely on. In the case of The Financial expert, it prepares the tone for our news.