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Case study: Design thinking with typography workshop

By Sarah Hyndman
Would like to arrange a workshop for your company?

“Opened my mind to using different fonts, and their potential to evoke a reaction” Paul, UX designer.

The Type Tasting studio was the venue for an intensive and energetic daylong workshop. The 16 participants come from the design and web teams of an online business; who have varying levels of design or typography experience and training.

Our initial discussions enabled us to tailor the workshop for the team’s specific needs:
1. Incorporate more experimental thinking at an early stage, instead of focusing on details too early.
2. Become more aware of the wider design world and explore how design touches everything.
3. Be led by design and ideas, not the process or the technology.

These are the key aspects they wished to take away:
1. Have a fun and inspiring day.
2. An appreciation of how design thinking can fundamentally change the way we approach a problem.
3. Make it a habit to go wide at the earlier stages of a project.

The team were great; they threw themselves into the day enthusiastically and excelled at the challenges. The creative sessions proved the most enjoyable as the charcoal flowed freely and the sketched thumbnail designs proliferated.

Psychology of typographyDesign Thinking workshop

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mumbai-slideshow

By Sarah Hyndman

Client: Ecole Intuit Lab, Mumbai, India
Duration: One week
Participants: 60 year II and year III students
Read an interview with the students

A week long course for second and third year students at a graphic design institute in Mumbai.

The overarching theme for the week was to explore how typography creates an emotional connection by evoking mood, creating trust and conveying personality. The structure of each day included lectures, creative sessions, individual feedback, experiments and group discussions. Information was underpinned by scientific understanding and results of Type Tasting surveys and experiments.

The course culminated in a final project to design the packaging for a product created to indulge a mood. An invitation to deliver the monthly Master Talk provided an exciting opportunity to connect with the Mumbai design and typography community.

Feedback
“Instructive and fun… Thank you for your professionalism and your teaching skills” Yan Garin, Director.
“It was awesome taking part in the experiments and listening to really cool theories”
“Opened my eyes up to the power of typography”
“Why isn’t typography always taught this way?”

A full report on the course coming soon, to be written by the students, see below for full course details.

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Watch a 3 minute edit of the Master Talk given by Sarah Hyndman at the end of the week to industry leaders and students.

“Sarah it was wonderful session. Students will learn lot from your way of expressing types” Sarang Kulkarni, co-founder of Ek Type type foundry.

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Type Tasting workshop slideshow

Case study: Type Tasting retreat
By Sarah Hyndman

Get in touch for prices and availability

This is a day-long session away from the computer designed to flex your team’s design thinking abilities as they investigate the user experience of typography, and its role as an essential design tool. This workshop combines a design thinking challenge, with hands-on typographic explorations, lashings of theory, and latest thinking in type perception for your team to take back to their desks.

This is an effective team building session that gives participants the freedom to learn and experiment away from client deadlines, and to fully immerse themselves in the experience. Exercises build on themes and drill down into detail giving your team the opportunity to put ideas into practice. Theory sessions are balanced with creative thinking, hands-on sketching and individual feedback.

Ideal for
Communication industries: designers, non-designers or a combination from different departments and teams. Entrepreneurs, type consumers (no experience needed).

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Wine & Type Tasting evening

By Sarah Hyndman

Do you Judge a Wine by its Label?
Wine & Type Tasting, 8th December, 7:30pm to 9:30pm, £30 (sold out)
A sellout success at the London Design Festival this year
Book now

“Frankly brilliant idea of combining a type workshop with a wine tasting” It’s Nice That

Are you looking for a winter warming treat with your friends, or a unique and entertaining event for your team and clients? Join us for an innovative type and wine tasting experience and take a journey of discovery through a selection of superb wines as you explore what the design of the label tells you about what you drink.

“I learnt so much while having fun and enjoying delicious wines” A Glimpse of London

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How much does a bottle cost? If it looks expensive will you enjoy it more? What does the type tell you about its provenance? Try your hand at wine and font pairing as you identify the key flavours. Ultimately is the label just there to inform you, or can it transform your tasting experience?

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What’s Your Type?
Learn how to choose fonts with confidence in an intensive and fun one-hour workshop. Take part in experiments as you create your own set of tasting notes based on latest research results. Become part of the discovery process as we prove that a typeface can transform the meaning of your words—that it’s not just what you say it’s the way that you say it.

LEARN a proven process for choosing a typeface.
FIND OUT why different fonts are suitable for different occasions.
UNDERSTAND how a font can look cheap, expensive, calm, angry or even alter your experiences.
CREATE your own ‘tasting notes’ to refer to when choosing fonts.
• TAKE HOME tasting notes, certificate, spot prizes and a type sampler.

Wednesday 21st September.
12pm (sold out), 2pm (sold out), 5pm (sold out), 7pm (sold out), 9pm.
Bedales, Bankside Design District, London Design Festival 2016.

Workshops are led by Why Fonts Matter author and Type Tasting founder Sarah Hyndman who is involved in extensive research quantifying how we respond to different typefaces.

“Type Tasting surveys have given the graphic design community comprehensive information to use as hard evidence” Communication Arts magazine.

Whats Your Type? workshops

What's Your Type?

This workshop is ideal for students, designers who would like a refresher based on research, startups branding their business, and the typographically curious.

“Clever, insightful and original, left a lasting buzz and excitement behind!” Charlotte Godfrey, BBC Bristol

“Sarah’s talk was a game-changer” Lily C, at TYPO San Francisco

Create your own tasting notes

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D&AD Typography Lab case study slideshow

Client: Baillie Gifford
Duration: Two days
Participants: 40

An intensive creativity refresher focusing on typography for the investment management firm’s Edinburgh headquarters. The graphic design, digital and motion graphics teams attended the workshop, with participants ranging from partner to newest recruit. The venue was a conference centre in Edinburgh with the attendees split over two days.

The session
A day away from the office and the computer exploring creativity through typography.
Type is shaped by the tools used to create it.
Quick fire sketching session using expressive mark making materials.
Context influences meaning.
How typeface personality research informs your choice of typeface.
Typeface pairing refresher.
Design a modular alphabet.
Creative thinking poster challenge.

The outcome
The importance of thinking creatively as part of the design process.
Sketching and drawing for idea generation.
Confidence to experiment with new typefaces and combinations; not the safe and familiar.
Greater awareness of using type to emotionally engage with the audience.

Comments
“Different fonts can be used to emotionally engage the audience”
“Engagement of everyone in the team through the tasks—confidence building”
“Sketch ideas before going to the computer”
“Drawing with charcoal is great!”

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I’ve been having fun working with the D&AD to write a new typography workshop with them called ‘Typography Lab’. The first session runs in September in their wonderful new workshop space near Brick Lane. It’s going to be a jam packed day of exploring, choosing and customising typefaces in typical Type Tasting style.

TYPOGRAPHY LAB

The Session
Join typography expert Sarah Hyndman on a journey into the world of typefaces. Learn to use “the machine”, a proven process for choosing the right typeface, experience the joy of “typography yoga” and take the font “taste test”. Discover how to use typefaces to make an emotional connection that enhances the impact of your designs.

The Leader
Sarah Hyndman, Graphic Designer and Type Tasting Founder

Sarah Hyndman is an experienced graphic designer with over 15 years’ experience including running the Experimental Typography course at the London College of Communication. Sarah organised the creative typography exhibition at the V&A, as well as setting up her own design company With Relish in 2003. She is currently writing a Type Tasting book.

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The Outcome
• Understand how typography delivers messages and creates emotional connections
• Apply a proven process for choosing typefaces
• Talk confidently about typography with clients and your team
• Explain how small changes to your typeface can radically change the associations it generates
• Communicate with your team to maximise the effectiveness of the briefing process and outcome

Who is it for?
Typography Lab is for anyone who is curious about how typography can be used to elicit an instinctive response. It’s perfect for junior creatives and non-designers and explores the experience of typography from both the designer and the readers’ viewpoint.

Find out more and book

More about D&AD workshops

Photo of Sarah by Rita Abreu