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This is the third and final instalment reviewing Type Tasting in 2017: judging, the Type Tasting pop-up lab, publications and interviews.

Type Tasting founder Sarah Hyndman has continued her mission to make typography relevant and engaging beyond the world of design, and continues to work on proof-of-concept ideas to show that design can create positive change. She has judged design awards, the Type Tasting pop-up lab has continued to gather data, both her latest book and a new collaborative study have been published and she has appeared in interviews from The Times to Channel 4’s Sunday Brunch.

Judging
Sarah has been involved with the D&AD for a number of years; as a judge for their professional and student design awards, and as a bespoke typography course lead. She continues to work with students and was delighted to be invited to judge the Penguin student book cover awards this year.

• D&AD professional design awards 2017 (Yellow Pencil: Type Voice by Ogilvy New York)
• Penguin student book cover awards 2017 (winner: Madalyn Farley, Kingston University)

Pop-up Lab
Sarah has been researching perception of typefaces and multisensory typography for four years, both online and at events. The Type Tasting pop-up lab has appeared at a number of events this year to gather data both for scientific studies and a future book that Sarah will begin writing next year. Thank you to everybody who has taken part.

• Oxford Symposium (Hacking flavour perception: Design, technology, & gastrophysics)
• Stoke Newington Literary Festival
• Tate Modern
• Victoria & Albert Museum
• Shoreditch House

“A fascinating insight into how type can influence our feelings, our senses, and even our taste” Professor Charles Spence, University of Oxford

Published
The second of Sarah’s books were published this year, with a well-attended launch event at the Tate Modern and an appearance on Channel 4’s Sunday Brunch as their typography expert.
How to Draw Type & Influence People: An Activity Book by Sarah Hyndman, Laurence King Publishing. D&AD illustration award entry.

The latest collaborative study with Professor Charles Spence of the Crossmodal Research Laboratory at the University of Oxford has also been accepted for publication, this is the first to use data gathered by the pop-up lab earlier in the year.
The role of typeface curvilinearity on taste expectations and perception’ by Carlos Velasco, Sarah Hyndman (Type Tasting) & Professor Charles Spence (Department of Experimental Psychology, University Oxford), 2018, International Journal of Gastronomy and Food Science.

Interviews and appearances
A selection of interviews from live television to ones printed in real, inky newspapers.
• Channel 4’s Sunday Brunch interview
• Monocle Weekly Radio interview
• i Newspaper ‘Just your type: Can the science behind the subconscious influences of different fonts be harnessed to make us think and eat differently?’
It’s Nice That ‘“Type alters what you smell” and other insights from Sarah Hyndman’s latest type-based research
The Times ‘Using right fonts on labels could tackle obesity’
Design Week ‘It’s easy to see typography as an invisible discipline’
The Guardian ‘Just my type: how Cooper Black became 2017’s most fashionable font’
Total Film ‘Type Cast. What does a film poster’s typography tell us?’
Grafik Magazine ‘Unknown Pleasures’
The Bookseller ‘Type Tasting’

Would you like to commission a talk, workshop or event?
Get in touch with Sarah Hyndman

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This is the second instalment reviewing Type Tasting in 2017: corporate workshops, sponsored workshops and drop-in events (read part 3 here).

This year Type Tasting founder Sarah Hyndman has created workshops and events for a range of dynamic and innovative clients. Workshops have taken place at adidas HQ in Germany, for Design Thinkers in Toronto and at Tate Modern. Sessions have been created to launch the new BumbleBizz app with a workshop for entrepreneurs, as a teambuilding ‘Fight Club’ evening at WGSN, at the Wellcome Collection and for the D&AD.

Corporate workshops
Sarah trains communications agency teams how to better connect with their audiences through understanding the psychology of typography and communication, often with a design thinking challenge built into the session. All sessions are participatory and hands-on, packed with games and activities that invite participants to become a part of the discovery process

• adidas HQ Germany
• Frukt
• Hodder
• RMIT Melbourne
• Springett’s
• Totally Money
• WGSN

“The trainer was absolutely amazing! Such an interesting person who is obviously so passionate about what she does. Lots of short activities to figure things out for ourselves. Very interactive, loved all the visual elements and the games” WGSN

“I’ve often found typography intimidating. However, your research made it relatable, exciting and really quite funny. We were all buzzing after your workshop” Isabel Doraisamy, RMIT Melbourne

“Really interesting—like a mini TED talk with activities” WGSN

Sponsored workshops and drop-in events

Sarah teaches entrepreneurs how to use fonts to communicate their brand and how to create their own visual voice on social media.
She also creates masterclasses, break-out sessions and pre/post talk activities. Participants are guided through the layers of an experience that will inform, entertain, and engage their curiosity. Preconceptions and assumptions are questioned and activities are created to tell the story of a brand or product experience.

• BumbleBizz Launch event
• Design Thinkers Toronto for Monotype
• Letterform Live #VinylType for Monotype
• Shoreditch House for the D&AD Festival
• Tate Modern book launch event for Laurence King
• V&A Museum for the London Design Festival
• Wellcome ‘Language Lab’ workshop
• Wellcome: Type Triage activity and display

“Tasting, smelling, listening to and even saying type! Mind blowing workshop” Sally Henderson, Micklegate Design

“So interesting, so brilliantly delivered and such a clever structure. My D&AD festival highlight” Ruth Yearley, Partner. Direct or Of Insight & Strategy, Ketchum

Would you like to commission a talk, workshop or event?
Get in touch with Sarah Hyndman

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Photos by Benjamin Glean (corporate workshops and sponsored sessions); Graham Sturt (corporate workshops); David Owens (sponsored sessions).

This is the first instalment of a review of 2017—a busy and exciting year in which Type Tasting has popped up in prestigious locations both in the UK and abroad (read part 2 here).

Type Tasting founder Sarah Hyndman is on a mission to make typography relevant and engaging for all, she also believes that design can create positive change. Sarah specialises in making a complex topic accessible with originality, humour, a dash of theatre and lashings of audience participation. This year she has spoken at the launch of a new watch, a fragrance conference, she has been interviewed by The Times and on Channel 4’s Sunday Brunch. She has created an immersive exhibition for the British Academy, and run workshops for adidas, BumbleBizz, Wellcome and WGSN. The Type Tasting pop-up lab also gathered data for the latest collaborative study with the team from the University of Oxford, and her latest book was published.

Public speaking
Sarah’s interactive talks are packed with games and demonstrations that inform, entertain and challenge preconceptions. She has been a guest speaker at events such as the recent Mondaine watch press launch, the Fragrance Forum conference, and has spoken in Canada, Denmark, and India.

• Design Thinkers Toronto
• Fragrance forum, London
• Glug Birmingham
• Mondaine watch press launch pre-dinner talk
• Northern Design Symposium, Newcastle
• We Love Graphic Design, Copenhagen
• W.I. Fulham & Chelsea, London
• University of Wolverhampton

“Sarah is a fantastic speaker – she engages audiences with a brilliant mix of warmth, good humour and real insight into her subject matter – in which she is expert. She quickly warmed up a noisy crowd and had them eating out of her hand, everyone taking part (almost unheard of) and I only heard good things about her talk afterwards Luke Tonge, Glug curator

“Insightful and entertaining…a tricky synergy to pull off – bravo!” Laura Piche, Design Thinkers Toronto

“It was great!! The audience erupted with laughter during your talk” Lisa Hassell, Glug organiser

“Just loved your typography karaoke” Amelia Roblin, Design Thinkers Toronto

Exhibitions
Sarah collaborates with exciting and innovative people such as Tasha Marks of AVM Curiosities, as well as perfumers, composers, chefs and scientists. Together they create interactive exhibitions and experiential events that take participants on a multisensory journey, immersing them in typography and culture.

British Academy ‘Pride, Prejudice & Perceptions’; an interactive exhibition and Lates event held in May. This is an interactive sensory exploration of Jane Austen’s Pride & Prejudice, created by AVM Curiosities & Type Tasting for the British Academy’s Literature Week. Taking inspiration from the typography found in three editions of this classic novel, Pride, Prejudice & Perceptions uses type, sound, sight and scent to serve one story three ways.

“A thoughtful and contemporary way of deconstructing Pride and Prejudice” Marisa Smith, The British Academy

“Beautiful and so original, I could have spent hours looking (and hearing and smelling)” Tora Orde-Powlett, Penguin Books

“Black lobster and Jane Austen—of course! And the aroma of the printing press mingled with violet and patchouli oil scented books, it is a sensory delight” Rosalind Freeborn

Would you like to commission a talk, workshop or event?
Get in touch with Sarah Hyndman

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Photos by Jonathan Cherry (main public speaking photo taken at Glug Birmingham); Pride, Prejudice & Perceptions by the British Academy.

 

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

Read More

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.

Read More

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, £40 (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

typewine_davidowens_004_lr

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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