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TEDxBedford Sarah Hyndman

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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.

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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.

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Just because I’m talking ‘typography’ there’s no need for me to be all serious and ‘Times New Roman’ about it.

“A brilliant #type talk. Loved your transformation from Times New Roman. True show it not say it.” Sandra Dartnell @mdh_sandra

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Fonts: A love story. A talk about typography by Sarah Hyndman.

 

Type Tasting founder Sarah Hyndman explains why she thinks fonts and typefaces matter, how they add richness to our lives but can also be used to influence us. She does this by telling stories of her experiences from being a child to growing up and becoming a ‘typography professional’ in this entertaining 10 minute talk.

“…as a bit of a type geek myself, your take on the topic is pitch perfect and inspirational” Daphne D

Sarah explains that “I first fell in love with type in the 1970s, an era I remember as being in faded Polaroid colours and always hot like that summer of ’76”. She describes how, as a child, she was transfixed in a sweet shop looking at the words popping and fizzing with excitement on the sweet wrappers. How she later went on to become a ‘typography professional’ or a graphic designer, which is where she learned how type evokes emotions and that these can transform the meaning of a word. Also that type can enchant, inspire wonder…and coerce.

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