.YOU MAY not understand it, however different fonts generate various emotional states. Serif font styles, with little strokes by the end of characters, are actually often located in books and also newspapers. They seem to be dependable as well as authoritative.
Sans serif typefaces, which appear, may look contemporary and laid-back. Aesthetic consistency provides viewers a sense that they understand where they stand it helps to build leave. In the case of The Economist, it sets the shade for our writing.