.YOU MAY not know it, however different fonts elicit different feelings. Serif font styles, with little strokes at the ends of characters, are frequently discovered in books and papers. They seem credible as well as reliable.
Sans serif font styles, which appear, can easily show up modern and informal. Graphic consistency provides viewers a sense that they understand where they stand it helps to build depend on. In the case of The Economist, it prepares the hue for our journalism.