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Find out how fonts impact your mood, alter what you taste and what they reveal about your personality

Hello I’m Sarah Hyndman, a multisensory type expert, graphic designer and author of ‘Why Fonts Matter’. I’ve been researching the perception of typography for the last five years and I’m excited that I now have enough results to start publishing them.

My plan is to write, design and publish a series of small books to document the process and share the results of each topic, while also continuing with the research. This will take time and money; to analyse the data, write and design the books, and to have them printed.

Click here to find out more, and discover how you can be part of the exclusive community that will make this happen.

What is a typographic intervention? What if it’s not what it says on the tin? Can typography alter your experiences, or nudge you to change your behaviour?

This year we are exploring the potential for creating typographic interventions that initiate positive behaviour change. You are invited to take part in typographic research. Some of the experiments you will take part in are in their early proof of concept stages, for others data is being gathered potentially to be published as a future collaborative study.

The Type Tasting Pop-up Typography Lab will be in residence at the D&AD Festival with a series of experiments running throughout the festival designed to gather data, and also to encourage you to think differently about typefaces and perception as you take part in them. Find out more here.

Sarah will be speaking at about the results of this ongoing project at the Museum of Brands on 25th October. This is intended as a conversation starter about the language of enticement vs the voice of authority or guilt, with a view to publishing the results later in the year. The first stages of the explorations have been featured in The Times and iNewspaper.

* Take part in the research online by clicking on the links below *

       

 

 

 

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.

 

Font Selfie Workshop at the V&A for the London Design Festival
Type Tasting
Saturday 16th and Sunday 17th September
11am to 5pm, free drop in, no booking necessary
Sackler Centre, Victoria and Albert Museum
London Design Festival 2017

Come along to the Type Tasting workshop at the Victoria and Albert Museum where you can pick a typeface that reflects your personality and customise it to create your own ‘Font Selfie’. Your design will be added to the display in this prestigious museum, which will grow throughout the weekend as we create an exciting collection of typographic self-portraits. You can showcase your work and follow the growing collection online at #FontSelfie. You are welcome to collect your work between 5pm and 5.30pm on Sunday.

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Storytelling with Fonts
Talk at 2pm on Saturday and Sunday

Author and Type Tasting founder Sarah Hyndman will give a short talk on telling stories with fonts. She will also be signing copies of her books.

Participate in font personality research
Hyndman has created this mass participation experiment as part of her ongoing research, which will form the basis for her next book. She needs your help: either come along to the Type Tasting Pop Up Laboratory at the V&A, or click here to take part online.

Read More

“If you see a “danger” sign written in the Comic Sans typeface, would you pay attention to the warning? What does Times New Roman taste like? Is a lemon fast or slow?” Paul Bignell for i Newspaper.

“These questions probably haven’t crossed your mind – indeed, they may make no sense at all. But in the studio of typographic artist Sarah Hyndman, they are vital. Here, art prints mingle with old bottles plastered with labels that say “Eat Me” in an elaborate font. It’s a cross between a science lab, a trendy artists’ hub and an old curiosity shoppe. There are Helvetica water biscuits in jars (I’m told not to eat them as they are well past their sell-by date), 1950s Coca-Cola bottles in a display case and a rack of test tubes with a strange-looking pink liquid at the bottom.”

“Stealth health – it’s all in the font Hyndman understands that you couldn’t convince chocolate manufacturers to change how they work. However, through the power of fonts, she believes there is scope for approaching the healthier end of the food market by stealth, by giving these companies the same tools as those that sell unhealthy products.”

Read the extended online i Newspaper article here…