.YOU MAY certainly not know it, however different typefaces evoke different emotions. Serif fonts, along with small strokes in the end of characters, are commonly found in books as well as newspapers. They seem reliable as well as reliable. Sans serif fonts, which are plain, may seem modern as well as informal. Graphic congruity offers viewers a sense that they recognize where they stand it assists to construct trust. In the case of The Business analyst, it establishes the tone for our writing.