.YOU MAY certainly not understand it, yet various fonts elicit different feelings. Serif typefaces, with little movements in the end of characters, are frequently located in books as well as newspapers. They seem to be trustworthy and authoritative. Sans serif typefaces, which are plain, can easily look modern and casual. Graphic uniformity provides visitors a feeling that they recognize where they stand up it helps to create rely on. In the case of The Financial expert, it establishes the tone for our writing.