.YOU MAY certainly not realise it, however different typefaces evoke different feelings. Serif font styles, along with small strokes by the end of letters, are actually commonly found in books and papers. They appear reliable and also authoritative.
Sans serif fonts, which appear, can easily look present day and informal. Visual consistency provides viewers a sense that they know where they stand it assists to construct rely on. In the case of The Financial expert, it establishes the shade for our writing.