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Typeface is the word for the style of print that you are using on the page. There are many different kinds of typeface and each might appeal to a different kind of customer. Generally speaking, the two most common typefaces for business communication are Arial and Times New Roman. Arial is a bold, round sort of typeface without excessive adornment. Times New Roman tends to look slightly more serious since it is thinner and longer and the letters have all their formal curlicues, base lines and the n, for example, has its back hook at the top of the first stroke. This cross-line finishing off the stroke of a letter is called a serif. Characters without cross-lines (as in an Arial typeface) are referred to as ‘sans-serif’, from the French, meaning ‘without a serif’.