The series of ‘Making It Happen’ talks for the Industry Friday season on 23th October was given by Sarah Hyndman.

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Sarah Hyndman is an expert in multi-sensory typography. She is the founder of Type Tasting, an experiential type studio, and is the author of The Type Taster: How Fonts Influence You.

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‘Type Tasting is an experiential type studio founded by Sarah Hyndman to research how typefaces (fonts) evoke emotions, prompt multi-sensory interactions and influence us as type consumers.

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Sarah works as a consultant for a range of organisations and businesses. She works as a graphic designer who specialise in typography with an emphasis on research and the user’s experience. She also advises organisations who are interested in incorporating the results of typographic research into their projects. 
She is an experienced speaker on the subject and her approach is to talk about type/fonts from the type consumer’s point of view in an inclusive and engaging way.’

Type Tasting workshops, talks and research are designed to be accessible, fun and thought provoking, but all explore serious topics and provide useful research outcomes.

‘Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. The arrangement of type involves selecting typefaces, point size, line length, line-spacing, letter-spacing, and adjusting the space within letters pairs. The term typography is also applied to the style, arrangement, and appearance of the letters, numbers, and symbols created by the process. Type design is a closely related craft, sometimes considered part of typography; most typographers do not design typefaces, and some type designers do not consider themselves typographers.Typography also may be used as a decorative device, unrelated to communication of information.
Typography is the work of typesetters, compositors, typographers, graphic designers, art directors, manga artists, comic book artists, graffiti artists, and now—anyone who arranges words, letters, numbers, and symbols for publication.’

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Sarah Hyndman explores the psychology of typefaces through understanding of human brain and vision and also how we respond to typefaces in our everyday lives as type consumers. She launched Type Tasting as a forum for her research, talks and workshops.

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Sarah states that “fonts communicate with us on subconsciousness level”  and “fonts turn words into the stories”.




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