.YOU MAY not understand it, but various typefaces elicit different emotions. Serif typefaces, with tiny movements at the ends of characters, are typically located in manuals as well as papers. They appear respected and authoritative. Sans serif typefaces, which appear, may look modern-day and also informal. Graphic uniformity offers visitors a sense that they recognize where they stand it assists to create leave. In the case of The Financial expert, it prepares the tone for our journalism.