.YOU MAY not know it, however different fonts generate different emotional states. Serif fonts, with little strokes by the end of characters, are actually typically located in publications and also papers. They seem dependable as well as reliable. Sans serif fonts, which are plain, can easily show up modern and casual. Aesthetic congruity gives viewers a feeling that they understand where they stand up it assists to build trust. In the case of The Financial expert, it specifies the hue for our journalism.