Tag Archives: Multisensory

Pop-up Typography Lab at the V&A for the London Design Festival

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Have you ever wondered what a font might smell like? Whether it can make a product appear more expensive? Or what your choice of font says about your personality?

Join innovative type expert Sarah Hyndman as she invites you to join in with the research by taking part in a series of entertaining games and perception experiments with type. Profile the personalities of typefaces; judge whether a font can make a product more expensive and therefore more enjoyable, and explore whether it could even alter the taste of what you eat. Find out which typefaces you would date, ditch or be ‘just good friends’ with and how they reflect your own personality. Sarah is the founder of Type Tasting, author of ‘The Type Taster: How Fonts Influence You’.

You are invited into a ‘typographic wonderland’ of interactive games and experiments involving fonts which are designed to surprise and intrigue. These explore our role as type consumers and show how type is woven into the rituals of our everyday lives. Each font/typeface has a personality that influences our interpretation of the words we read by evoking our emotions and setting the scene. Come along and you can be a part of this innovative research and be the first to find out the results.

• Try on ‘font goggles’ to reveal what some fonts are really communicating to you.
• Try your hand at font sniffing: can you match the smells to the typefaces?
• Witness fonts altering the meanings of words right before your very eyes.
• Be amazed that a font could have the power to alter the taste of your food.
• See what personalities fonts have, and what they reveal about YOUR personality.

Questions being explored:
• Can a font make a product appear more expensive?
• Do fonts have recognisable personalities?
• Can a typeface alter the taste of what you eat?
• Can a font alter the mood of what you read?
• When is a Serif a better choice than a Sans Serif typeface, why?

“You’ll never look at fonts in the same way again.” Hannah Stewart

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“As bizarre as it sounds, my job is to match up the bottles and fonts using only my sense of smell.” Jake Wallis Simons, CNN

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Brilliant volunteers needed

LDF V&A volunteers

Would you like to volunteer to be on the Type Tasting team for the pop-up event at the V&A for the London Design Festival? I’m looking for a few more brilliant people to join us and to help to make this event a show-stopping one to remember.

Roles include helping to build the tasting booths/games in advance; to set up/clear the room on the Saturday and Sunday; somebody to live tweet the event; and enthusiastic people to man the booths/games.

If you are available for the weekend of Saturday 19th and Sunday 20th of September, and possibly a couple of days/evenings before the event then please get in touch with me (sarah-at-typetasting.com) and let me know why you would like to be a part of this event?

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Multi-sensory Tastings for Stokey Lit Fest

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The Stoke Newington Literary Festival is an exciting event which celebrates this area in Hackney, London’s radical and literary history. I’m delighted that this is the second year Type Tasting will be involved. Join me for a ‘Taster’ in the studio where I will invite you to play some classic Type Tasting games.

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Eye: Type on the tongue

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Eye: Type on the tongue

Eye’s panel checks out the taste of Helvetica, Impact and Comic Sans (as cooked up by Sarah Hyndman)

Designer Sarah Hyndman is known for her Type Tasting workshops – popular events at Pick Me Up and London Design Festival this year. For Hyndman’s latest project, A Taste of Type, she has reversed the approach by asking, ‘what does type taste like?’

The resulting edible letters, still in the prototype phase, boxed and mailed to a few associates, have been taste-tested and reviewed by Eye staff in our Shoreditch office: Jay Prynne (art editor), Janet South (editorial administrator), Simon Esterson (art director), John L. Walters (editor) and Sarah Snaith (editorial assistant). You can read about Hyndman’s intentions and recipes in her article ‘What does typography taste like?’

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What does Typography taste like?

Type Tasting pack

At Type Tasting I’ve been posing the question “what would type taste like?” I’ve put together a tasting pack to kickstart the discussion featuring Impact as dark chocolate laced with chilli, Helvetica as plain biscuits and Comic Sans as candy melts with popping candy.

The tasting pack comes complete with a chocolate box style description sheet introducing each typeface along with the suggested flavours. What do you think? What would your favourite typefaces taste like? Details of my suggestions with recipes are below…

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