Type Tasting created a large-scale multisensory installation for Adobe Fonts at the Adobe MAX conference in Los Angeles from 2nd to 6th November 2019.
Visitors were immersed in the mood of different typefaces through all of their senses. At each station they were invited to put on headphones, to smell a scent in a jar or by flipping the pages of a book, to eat a small taster and to feel a texture. Each set of stimuli was designed to bring a mood to life in the participant’s imagination. There was curiosity and intrigue as the first visitors arrived and they were soon returning with groups of friends saying “you have to try this”.
Graphic designers and type consumers interact with typography in very different ways. Each is just as much of an expert in their own field of experience, but one interacts consciously and the other subconsciously.
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 World’s Most Expensive-looking Font Might Surprise You By Madeleine Morley for AIGA
When you hear the word “luxury,” it’s easy to conjure up the colors gold, silver, and velvety purple; yet when it comes to typography, what we associate with wealth is less clear-cut. For the ancient Greeks, rare and precious purple ink came from sea snails found deep in the ocean, a dye so difficult to obtain it was reserved for kings. We don’t mine the sea for letters of the alphabet though, so what’s the typeface equivalent of purple ink, the fanciest looking font?
“If I were going to date a typeface, it would probably be something like Franklin Gothic bold condensed. The font is undeniably masculine—sans-serif, solid, reliable. If it were a human, it’d be the type of guy who would fix my broken sink and play football in the backyard on Thanksgiving. I’m not alone here. Lots of women find Franklin Gothic to be a total dreamboat.”
“Some proof: When graphic designer Sarah Hyndman asked women to choose between dating nine fonts including Franklin Gothic, Futura Light, Helvetica, and Arial bolded round, 20 percent of women said they’d pick Franklin Gothic as their typographic beau, the winner by a landslide. I know it sounds weird, but let me explain. Hyndman’s dating question is part of Tasting Type, a series of online experiments she’s been performing to gather data on how typography impacts human perception.”
Hello it’s Natalie again! Here I am giving you another glimpse into the wild and wonderful things that I’ve been up to in the Type Tasting studio this week. If you’d like to find out how sixteen carefully wrapped parcels and a rather cheeky looking answer box are going to be involved in this weekend’s event, then carry on reading.