.YOU MAY certainly not understand it, but different typefaces generate various feelings. Serif fonts, with little strokes at the ends of letters, are often found in manuals and also newspapers. They seem trustworthy and also reliable. Sans serif fonts, which appear, may look present day and informal. Graphic uniformity offers readers a feeling that they know where they stand it helps to construct trust. In the case of The Economist, it sets the shade for our writing.