.YOU MAY not understand it, however different typefaces evoke various emotional states. Serif font styles, along with tiny strokes at the ends of characters, are actually usually found in books and papers. They seem to be credible as well as authoritative. Sans serif fonts, which are plain, may show up modern-day and also informal. Visual uniformity gives audiences a sense that they understand where they stand it aids to build trust. In the case of The Business analyst, it sets the shade for our writing.