Wake up and smell the fonts
Sarah shares with us a story of type and invites us to consider our emotional response to the printed word. Each font/typeface has a personality that influences our interpretation of the words we read by evoking our emotions and setting the scene. We all understand this instinctively but it happens on a subconscious level. Sarah shows us that conscious awareness of the emotional life of fonts can be entertaining and ultimately give us more control over the decisions we make.
This talk was given at a local TEDx event, produced independently of the TED Conferences.
We are all type consumers and typefaces, or fonts, play a vital role in our everyday lives. They help us to navigate, they help us to make choices, they help us to shop, they keep us safe and sometimes they even play a game of sleight of hand. It is hugely important as the world involves that all of those involved in the future communication and technology understand the power of type.
“A brilliant #type talk. Loved your transformation from Times New Roman. True show it not say it.” Sandra Dartnell @mdh_sandra
Sarah Hyndman, Wake Up and Smell the Fonts at TEDxBedford
TEDxBedford 2014 is taking place on the afternoon of the 15th November 2014 at The South Bank Arts Centre, Bedford College. A diverse range of speakers will join us to share their ‘ideas worth spreading’ relating to our theme ‘by Design’.
Designer Sarah Hyndman explores typography as we experience it in our every day lives under the banner of Type Tasting. Since the launch in 2013 she’s curated an exhibition at the V&A for the London Design Festival, been interviewed on Radio 4’s Today, taken Type Tasting to South by Southwest in Austin, Texas and has been commissioned to write a book.
Sarah has been a graphic designer for over 15 years, working in agencies before setting up design company With Relish. After studying an MA in Typo/Graphics at the London College of Communication she was invited back as a guest tutor.
Sarah will share with us a story of type and invite us to consider our emotional response to the printed word. Each font/typeface has a personality that influences our interpretation of the words we read by evoking our emotions and setting the scene. We all understand this instinctively but it happens on a subconscious level. Sarah will show us that conscious awareness of the emotional life of fonts can be entertaining and ultimately give us more control over the decisions we make.
It was a weekend of talking typography with four Type Tasting talks, three of which were sold out ahead of time. The talks were 45 minutes with slides, props and quizzes which revealed how typography evokes associations long before the words have been read. For those of you who came along thank you for being so interactive and for asking great questions, the links and references are below.
On Saturday Sarah Hyndman shared her observations on the typography seen in Dalston, London, and explained what this reveals about the area and how signage is the visual DNA of an area.
“Thank you for the very enjoyable Dalston Type Safari talk on Saturday. A unique & interesting way to ‘read’ the city.” Sophie Nellis
The history of type told in ten album covers
£4 (45 mins), booking essential
Sunday 8th June at 14.30 (sold out) & 17.00 (sold out)
Venue – Type Tasting studio, Chocolate Factory N16
A talk about typography: from ACDC to Pulp, through prog rock, grunge and punk… the typography on record covers reveal a great deal about the history and development of type, and also charts the evolution of popular culture. The talk takes place in the Type Tasting studio and is part of Open Studios weekend at the Chocolate Factory N16.
Sarah Hyndman set up Type Tasting in 2013. Since the launch she’s curated a mass participation Type Tasting exhibition at the V&A with the London Design Festival, been interviewed on Radio 4’s Today and recently took Type Tasting to South by Southwest in Austin, Texas.
Here at Type Tasting I’ve been having conversations about how we respond to different typefaces. Whether we’re type designers, graphic designers or nothing to do with the design industry, all of us are type consumers. We interact with typefaces constantly in our everyday lives and, although it happens on an instinctive level, when we read a word the choice of font also has an effect on us.