*** December only: Type Tasting Studio Sessions click here to find out more ***

The Type Tasting Lab researches the perception of typography through all the senses. Live experiments entertain and surprise as they invite you to become a part of the discovery process.




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Discover how typefaces make a first impression and communicate your unique story.

Type Tasting psychology of typography

It’s not about kerning, it’s the impression they make on the subconscious. Would you like to find out more?

Type Tasting is an innovative type studio founded by graphic designer and author Sarah Hyndman. Whether you’re a newcomer or an expert you’ll learn how to use typefaces to turn words into stories, gain insights into the psychology of type, or take part in revelatory experiments with type and all the senses. You’ll never look at fonts in the same way again.

Type Tasting Case Study: British Academy installation and Lates

Interactive installation

Pride, Prejudice & Perceptions at the British Academy, a collaboration with AVM Curiosities.

Type Tasting Case Study: D&AD Festival masterclass

Masterclass with experiments

A masterclass with pre-talk experiments for the D&AD Festival at Shoreditch House.

Type Tasting Case Study: Glug Birmingham talk

Entertaining talk

An interactive talk that turned the spotlight on the audience at Glug Birmingham.



Case studies