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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 *

       

 

 

 

“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…

“Some believe that smaller chocolate bars and sweets are the answer, others want a tax on sugary drinks or to encourage children to be more active. One expert, however, has come up with a novel solution to child obesity.

Sarah Hyndman, a graphic designer, says that the right typefaces can “nudge” people into healthier food choices, and this should start in schools…”

The article references the food can experiment that ran at the recent book launch at Tate Modern, and at the Type Tasting event at Shoreditch House for the D&AD Fringe Festival, were you there?