Sarah Hyndman is a consultant and educator who works with exciting clients. She creates innovative storytelling with typography workshops for communications teams, immersive events that are engaging for all, and fun talks with lashings of audience participation. She is a published author who researches typography and perception through all the senses, and is exploring how type can be used to create positive change.





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Would you like to know more about the perception of typography with all the senses? Live experiments entertain and surprise as they invite you to become a part of the discovery process. Book an event or workshop.

Type Tasting psychology of typography

Discover how typefaces make a first impression and communicate your unique story. 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 created by graphic designer, author and researcher Sarah Hyndman. Whether you’re a newcomer or an expert she’ll show you how to use typefaces to turn words into stories, give you insights into the psychology of type, or invite you to take part in revelatory experiments with type and all the senses. Once tried 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