.YOU MAY not understand it, yet various typefaces generate different emotional states. Serif font styles, with small movements at the ends of letters, are actually typically located in books and papers. They seem to be dependable as well as reliable. Sans serif typefaces, which appear, can look modern-day and also casual. Visual consistency gives readers a feeling that they understand where they stand up it helps to build count on. In the case of The Business analyst, it specifies the tone for our writing.