I’m Sarah Hyndman and I’m on a mission to change the way we think and talk about typography and to make it exciting for everybody.
I say the word “typography” and people often assume it’s a specialist subject, but I disagree. I think it’s a not-so-secret code hidden in plain sight, and that everybody knows how to read it. From shop signs and food packaging to our favourite book covers or movie posters, typography is the magical and wondrous language of our everyday lives.
As part of this mission I explore how the shapes of the words we read alter our experiences, and how understanding this could encourage positive behaviour change. By co-opting the language of consumerism and turning it towards good, I believe that we can make the world a better place.
Pre-order a book (coming soon) or come on board as a patron, and you can be a part of this change.
First publication: The great jellybean experiment (how the taste of a jellybean can be influenced by the shape of the words you read). Take part in an experiment for the book here.
I have been researching type and perception and multi-sensory typography since 2013. My plan is to write, design and publish a series of pamphlet-style books to document the process and share the results of each topic.
The books will be written in everyday language and designed to be attractive, accessible and useful. All my research is self-initiated and self-funded, which means I can explore topics intended for good without a commercial agenda.
Logo typefaces: Caslon Graphique by Leslie Usherwood, inspired by the styles of William Caslon, and Avant Garde by Herb Lubalin and Tom Carnase.