Published writing

Would you like insights from the psychology of type to street signs, and to never look at fonts in the same way again?

Launching in 2019: A series of books featuring the results of Type Tasting research, topics ranging from typographic synaesthesia to semiotic equations for choosing fonts. Join the mailing list for updates.

What's Your Type? Type Dating Card Game by Sarah Hyndman

NEW: GAME
What’s Your Type?
Type Dating Card Game
by Sarah Hyndman, Laurence King
Publication date February 2019

BOOK
Why Fonts Matter
by Sarah Hyndman
Penguin/Random House (2016)

BOOK
How to Draw Type and Influence People by Sarah Hyndman, Laurence King (2017)

BOOK
The Type Taster: How Fonts Influence You
by Sarah Hyndman (2015, out of print)

THESIS
Eat your Words: Food as a System of Communication, University of the Arts London. MA Thesis (Distinction)
February 2001

CONTENT CREATION
Moo x Sarah Hyndman
Instagram Stories
May 2018

STUDY
International Journal of Gastronomy and Food Science

The role of typeface curvilinearity on taste expectations and perception by Carlos Velasco, Sarah Hyndman (Type Tasting), Charles Spence (University of Oxford), January 2018

ARTICLE
It’s Nice That
Type Tasting’s Sarah Hyndman predicts the typeface of 2018
January 2018
(Ten most read articles of the week)

ARTICLE
It’s Nice That
“Type alters what you smell” and other insights from Sarah Hyndman’s latest type-based research
20th April 2017

ARTICLE
Total Film

Type Cast. What does a film poster’s typography tell us?
June 2017

ARTICLE
Grafik
Unknown Pleasures
April 2017

ARTICLE
Magpie Magazine

Ampersand personality types
May 2016

ARTICLE
Communication Arts

Just Your Type
April 2016

ARTICLE
Computer Arts

Taste your Type
March 2016

ARTICLE
It’s Nice That

Why Fonts Matter, and how they impact your mood
January 2016
(One of the most read articles of the year)

ARTICLE
The Big Issue

Look up
January 2016

STUDY
iPerception
The Taste of Typeface by Carlos Velasco, Andy T. Woods, Sarah Hyndman, Charles Spence
Department of Experimental Psychology, University Oxford, UK
August 2015

ARTICLE
Monotype Recorder

Reading Outside the Lines
July 2015

ARTICLE
Artrocker Magazine

Typeface at the Rock Face
November 2013