.YOU MAY certainly not understand it, but different fonts elicit various feelings. Serif fonts, with little strokes at the ends of letters, are actually usually found in books as well as papers. They appear respected as well as reliable. Sans serif font styles, which are plain, may seem contemporary and laid-back. Aesthetic congruity offers viewers a feeling that they recognize where they stand it aids to create count on. In the case of The Financial expert, it specifies the shade for our writing.