.YOU MAY not know it, however various typefaces evoke different emotions. Serif fonts, with little movements at the ends of letters, are often discovered in publications as well as newspapers. They appear trustworthy and authoritative. Sans serif font styles, which are plain, may show up modern-day as well as informal. Visual congruity offers readers a feeling that they recognize where they stand it helps to create trust. In the case of The Financial expert, it establishes the shade for our journalism.