.YOU MAY not understand it, but different typefaces generate different feelings. Serif typefaces, along with little movements by the end of characters, are often found in manuals as well as newspapers. They seem trusted and authoritative. Sans serif font styles, which appear, may look modern and informal. Graphic congruity provides viewers a feeling that they know where they stand up it aids to construct trust. When it comes to The Business analyst, it specifies the tone for our news.