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Type Tasting founder Sarah Hyndman explains why she thinks fonts and typefaces matter, how they add richness to our lives but can also be used to influence us. She does this by telling stories of her experiences from being a child to growing up and becoming a ‘typography professional’ in this entertaining 10 minute talk.

“…as a bit of a type geek myself, your take on the topic is pitch perfect and inspirational” Daphne D

Sarah explains that “I first fell in love with type in the 1970s, an era I remember as being in faded Polaroid colours and always hot like that summer of ’76”. She describes how, as a child, she was transfixed in a sweet shop looking at the words popping and fizzing with excitement on the sweet wrappers. How she later went on to become a ‘typography professional’ or a graphic designer, which is where she learned how type evokes emotions and that these can transform the meaning of a word. Also that type can enchant, inspire wonder…and coerce.

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A day of baking edible fonts for Type Tuesday hosted by Eye Magazine at St Brides on Tuesday April 1st. I’m one of the speakers and I’ll be explaining how my edible type is all about starting conversations about typography around how different fonts evoke associations. I’ll be bringing the freshly baked biscuits with me.

Above is Futura in progress: sweet & brightly coloured cookies, coloured icing if I have time. Below are Baskerville in progress: tea infused biscuits for authentic 1700s flavour, and Helvetica in progress: plain water biscuits with a dash of rosemary & salt. If you have any ideas or comments please join the conversation with @TypeTasting on Twitter.

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