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Tag Archives: Sarah Hyndman

I would like to invite you to join me on Sunday 2nd July for a drink and to look through development sketches and final drawings created for my recent book ‘How to Draw Type and Influence People’. This is also an opportunity to talk to me about the workshops and events that I host, along with my research adventures (including the collaborative ‘Jelly bean’ study that has just been submitted with Professor Charles Spence, University of Oxford).

There will be a studio sale of screen prints, postcards and pictures from earlier stages of my career, these will be offered at specially discounted prices and are not available anywhere else.

The open day will take place on Sunday 2nd July from midday until 6pm in Studio F7, The Chocolate Factory N16, Farleigh Place, Stoke Newington, London, N16 7SX. I would be grateful if you would RSVP to sarah(a)typetasting.com. Other studios will be open for you to browse around and talk to the artists.

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Pop Up Type Tasting Typography Lab
Stoke Newington Literary Festival
2nd & 3rd June, 11am to 8pm, free.
Venue – Locations around the Town Hall

What does a font taste or smell like? Do letterforms convey mood? Can a typeface enhance your experiences? Author Sarah Hyndman invites you to take part in typographic experiments as part of her current research. The mobile laboratory will pop up at various festival locations throughout the weekend. Get location updates on Twitter at #TypeTastingLab.

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Pride, Prejudice & Perceptions is an interactive sensory exploration of Jane Austen’s Pride & Prejudice, created by AVM Curiosities & Type Tasting for the British Academy’s Literature Week.

Taking inspiration from the typography found in three editions of this classic novel, Pride, Prejudice & Perceptions uses type, sound, sight and scent to serve one story three ways.

Below are some great photos to give you a glimpse, but this installation is best experienced in person and you can find answers to the following questions:

Cabinet I: Classic, the First Edition.
1. What two scents have we combined for the smell of a traditional printing press?
2. What phrase is revealed in the mirror?
3. What sound can you hear?

Cabinet II: Opulence, the Peacock Edition.
4. What is the book scented with (flick through the pages to smell it)?
5. What does the peacock feather represent?
6. What art movement is the lettering inspired by?

Cabinet III: And Zombies, the Graphic Novel.
7. How many zombies can you see?
8. What does our interpretation of the Zombie Apocalypse smell like?
9. What happens through the final peephole?

Pride, Prejudice & Perceptions presented by AVM Curiosities & Type Tasting
The British Academy, 10-11 Carlton House Terrace, London, SW1Y 5AH
Monday 15th to Friday 19th May, 9am to 6pm. FREE ENTRY
For more information please click here.
Part of the Open Senses Festival

“A thoughtful and contemporary way of deconstructing Pride and Prejudice” Marisa Smith, The British Academy

“Beautiful and so original, I could have spent hours looking at (and hearing and smelling) all the details” Tora Orde-Powlett, Penguin Books

“Black lobster and Jane Austen—of course! And the aroma of the printing press mingled with violet and patchouli oil scented books, it is a sensory delight. Inspired by the typography found in three editions of the classic novel—a delightful and diverting indulgence” Rosalind Freeborn

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Wake up and Smell the Fonts, a Type Tasting session with Sarah Hyndman at Shoreditch House for the D&AD Festival Fringe

It was exciting to be a part of the D&AD Festival Fringe at Shoreditch House on the 26th April. We filled the exclusive private club’s Library with games and experiments involving typography and all the senses. This was followed by a talk and a lively Q&A session and everybody went home with a pile of Monotype goodies. A preview of results from one of the experiments were published in The Times newspaper.

“Tasting, smelling, listening to and even saying type! Mind blowing workshop from Sarah Hyndman #mindblown” Micklegate Design via Twitter.

“So interesting, so brilliantly delivered and such a clever structure. It was fabulous. My festival highlight.” Ruth Yearley, Partner. Director Of Insight & Strategy, Ketchum.

VBAT posted a fantastic write up of the D&AD Festival on their blog, read the full blog post here.

Extract from ‘Exploring the D&AD Festival 2017’
Blog post by Graham Sturt, Creative Director at VBAT

My second day at the festival started early with a visit to one of it’s Fringe Events — ‘Wake Up and Smell the Fonts: Type Tasting with Sarah Hyndman’. Offsite from the main festival, it was held in the library of Shoreditch House, a member’s club with a rooftop pool and refreshing ‘no suits’ policy in a converted East London warehouse. Arriving well before the rush of other participants I took a seat at the front and got comfortable while Sarah prepared for the session.

Sarah Hyndman is a graphic designer, writer and public speaker known for her interest in the psychology of type, whose area of expertise is multi sensory typography. Sarah is the founder of the highly innovative Type Tasting studio; and her mission is to change the way we think and talk about typography through her writing, typography workshops and events. Author of two books on typography: Why Fonts Matter and How to Draw Type and Influence People much of Sarah’s work is focused on research into typography and perception. To this end she has worked on several collaborative studies over the last 4 years with the Crossmodal Research Laboratory at University of Oxford.


Typographic games, photo by Graham Sturt.

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Please join me for an evening as I present How to Draw Type and Influence People in my local bookshop over a glass of wine. This is a fantastic and welcoming independent bookshop in North London. Pull up a chair as I talk about the science of why drawing on paper is ‘magic’; show you that type isn’t just for experts and geeks; tell you what inspired me to fall in love with type; and share stories that will make you look at your font menu in a new light. Afterwards I’ll be signing books and answering your questions.

Author talk and book signing with Sarah Hyndman
How to Draw Type and Influence People
Thursday 11th May 8pm (talk starts at 8.15)
Stoke Newington Bookshop
159 Stoke Newington High Street
London N16 0NY
£5, turn up on the night or book in advance here.

We had an amazing launch evening at Tate Modern a week ago, thank you all so much for coming along and to Laurence King Publishing. We filled the bookshop with experiments, games and giant sweets for everybody to explore as I mingled, signed books and talked about my typographic explorations. The Times printed a short piece with a first glimpse of experiment results from the evening, read this here. A list of all the recent press coverage is here.

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“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…