.YOU MAY certainly not understand it, but different fonts generate different emotional states. Serif font styles, with tiny movements by the end of letters, are actually commonly found in books and newspapers. They seem to be trustworthy and also authoritative. Sans serif font styles, which are plain, may seem contemporary and also informal. Graphic consistency provides audiences a sense that they recognize where they stand it helps to construct count on. In the case of The Financial expert, it prepares the shade for our news.