.YOU MAY certainly not know it, but different fonts bring about different emotional states. Serif font styles, with small movements in the end of letters, are typically located in publications as well as newspapers. They seem to be respected and reliable.
Sans serif font styles, which are plain, can easily look contemporary and informal. Visual consistency provides viewers a feeling that they understand where they stand it helps to build rely on. When it comes to The Economist, it prepares the tone for our news.