Professor Charles Spence of the Crossmodal Research Lab



Since setting up Type Tasting, Sarah Hyndman has been curious to experiment with perception of typefaces and how we respond to them psychologically as type consumers. She has now been researching in this field for five years. As a graphic designer she asks the questions that she finds useful to her work, both to inform effective design solutions and to communicate more effectively with clients. Many of the experiments are proof of concept explorations, some of which are then developed and co-published with scientists including experimental psychologist Professor Charles Spence of the Crossmodal Research Lab, University of Oxford.

The Type Tasting Pop-up Lab has appeared at the D&AD Fringe Festival, Food Matters Live, Hacking flavour perception at Oxford University, New Scientist Live, Stoke Newington Literary Festival, V&A, and the Science Museum.

Just confirmed: the Type Tasting Pop-up Lab will be in residence at the D&AD Festival 2018.

Sarah’s work has been published by AIGA, Communication Arts, i-Perception, iNewspaperInternational Journal of Gastronomy and Food Science, The Times and has been featured in Wired.

The latest published study features jellybeans, it appears in the International Journal of Gastronomy and Food Science, January 2018. This is a further developed version of the jellybean demonstration Sarah presents in her TEDx talk, and is featured in the book Why Fonts Matter.

Read more about published research, or visit the online Type Tasting Lab. By booking a Type Tasting workshop, event or talk you are helping to support this research.

Day 5 special prize giveaway contains a selection of typographic and Type Tasting goodies.
It also includes a 'font sniffing' kit, a set of 'font fortunes' and a signed copy of The Type Taster by Sarah Hyndman. This is the very limited first edition of Why Fonts Matter that is no longer in print. Enter the competition here.

Get in touch to book a Type Tasting workshop or event.

Type Tasting Pop-up Lab
Mass jellybean experiment
International Journal of Gastronomy and Food Science
Jellybean experiment