Sarah Hyndman’s talk was a game-changer. In a tech-focused city, such as SF, designers are often asked to produce analytics for aesthetics they create. Clients will say, “You chose to use this typeface but what’s the data to back up the decision? Does type matter?” Sarah believes, and is proving quantitatively, that typeface choices do indeed matter and are largely influential in consumer behavior. She explores a lot of synesthesic topics in her research and workshops — presenting visual content to evoke an auditory or gustatory response. She builds on the work of cognitive neuroscientists and brings their questions and insights into a real-world lab of designer attendees.