.YOU MAY certainly not realise it, but different typefaces generate various emotions. Serif typefaces, with small strokes at the ends of letters, are actually frequently discovered in manuals and papers. They appear trustworthy as well as authoritative. Sans serif typefaces, which appear, can seem modern and casual. Aesthetic congruity offers audiences a feeling that they recognize where they stand it helps to construct trust. In the case of The Business analyst, it establishes the shade for our journalism.