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• Research

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.

 

Sarah hyndman on 60 years of this iconic typeface, understanding it in context of social history, and what her research tells us about its personality.

Typefaces/fonts reflect the defining spirit of a period in time. They are shaped by the ideas and aspirations of the era, and as a result they document cultural change. One of the most high profile examples of this is the now 60-year-old Helvetica; a typeface designed to be neutral and devoid of a personality. Instead it became the figurehead for the dramatic social shifts beginning in the post-war 1950s; a time of breaking with the traditions of the past as people looked to a new future.

Life in the 1950s was ruled by social conventions: marriage; men had a career to support their family; women stayed at home to look after the family; Sunday was still essentially Victorian in character; suits or corsets were everyday attire; in Britain received pronunciation, or ‘BBC English’, ruled the airwaves. The advent of the teenager was accompanied by the new rock ‘n’ roll music, which older generations thought would lead to juvenile delinquency.

In the US this was a time of economic growth after the end of World War II, along with the boom in the number of babies being born as people looked to the future with a new optimism for peace and prosperity. The civil rights movement was gaining momentum and demanding change. In Britain, despite food still being rationed, post-war austerity and high taxes, there was an excitement about the future and the 1951 Festival of Britain was a celebration of the nation’s innovations.

Read More

Pop Up Type Tasting Typography Lab
Stoke Newington Literary Festival
2nd & 3rd June, 11am to 8pm, free.
Venue – Locations around the Town Hall

*** NEWS ***
One of the experiments we ran at this event has now been published: The role of typeface curvilinearity on taste expectations and perception by Carlos Velasco, Sarah Hyndman (Type Tasting), Charles Spence (University of Oxford), International Journal of Gastronomy and Food Science, January 2018.
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What does a font taste or smell like? Do letterforms convey mood? Can a typeface enhance your experiences? Author Sarah Hyndman invites you to take part in typographic experiments as part of her current research. The mobile laboratory will pop up at various festival locations throughout the weekend. Get location updates on Twitter at #TypeTastingLab.

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“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…