What are sans-serif vs serif fonts?

The distinction between serif vs. sans-serif fonts is a core principle of typography.

Serif fonts have small decorative strokes that cap each letter, called serifs. A common serif font is Times New Roman.

Sans-serif fonts (from the French “sans,” meaning “without) do not have serifs. A common sans serif font is Arial.

Serif fonts convey tradition and authority, whereas sans-serif fonts have a more modern feel.