.YOU MAY certainly not understand it, but different fonts bring about various feelings. Serif fonts, with small strokes by the end of characters, are actually commonly found in books as well as papers. They seem to be respected and also authoritative. Sans serif fonts, which are plain, may appear modern and also informal. Aesthetic congruity gives audiences a feeling that they understand where they stand up it helps to develop rely on. In the case of The Financial expert, it establishes the hue for our journalism.