.YOU MAY certainly not know it, but different typefaces evoke various emotional states. Serif typefaces, with small strokes by the end of letters, are actually usually found in books and papers. They seem trusted and also authoritative. Sans serif typefaces, which are plain, can seem present day and also laid-back. Graphic consistency gives audiences a sense that they recognize where they stand it helps to create leave. In the case of The Financial expert, it specifies the tone for our writing.