.YOU MAY certainly not know it, but different fonts generate various emotions. Serif typefaces, with little movements at the ends of letters, are actually frequently located in publications and newspapers. They seem to be trustworthy and reliable.
Sans serif typefaces, which appear, can seem modern and informal. Visual uniformity offers viewers a feeling that they recognize where they stand it helps to construct count on. In the case of The Economist, it establishes the shade for our journalism.