Research into the perception of typography underpins the Type Tasting approach. We are quantifying the type consumer experience (or user experience) to provide information that can inform design decisions, nudge behaviour in a positive way, and increase awareness of the impact typefaces have in our everyday lives.

The Type Tasting Lab exists both online and as a pop up laboratory at events. Sarah Hyndman works on collaborative studies with the Crossmodal Research Laboratory at the University of Oxford.

Type Tasting research is self-initiated and self-funded. Many of the experiments are proof-of-concept explorations that are subsequently turned into formal studies or demonstrations. By booking a workshop, event or talk you are helping to make this research possible.


Online Type Tasting lab

Participating in Type Tasting research is designed to be fun and to ignite your curiosity about type. Online experiments are updated regularly; you might choose your own Font Selfie, play the Type Dating Game, or we could predict how you take your coffee.

Enter the online Type Tasting Lab.

Outcomes are included in talks, published articles, books, and on the Type Tasting blog. Sign up to the mailing list for news and updates.

“A fascinating insight into how type can influence our feelings, our senses, and even our taste” PROFESSOR CHARLES SPENCE.

“Type Tasting surveys have given the graphic design community comprehensive information to use as hard evidence behind our typographic choices.” COMPUTER ARTS MAGAZINE.

Published research

Communication Arts, March/April 2016
Just Your Type by Sarah Hyndman

i-Perception, August 2015
The Taste of Typeface Design by Carlos Velasco, Andy T. Woods, Sarah Hyndman, Charles Spence University of Oxford

AIGA Eye on Design, October 2015
The World’s Most Expensive-looking Font Might Surprise You Madeleine Morley

University of the Arts, London, June 2001
Eat your Words: Food as a System of Communication MA thesis by Sarah Hyndman

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Typographic Interventions

Creating conversations around the topic of effecting behaviour change with type and language aimed at enticement instead of guilt is an ongoing area of interest with events and experiments planned for 2018. Are you interested in getting involved?

Get in touch to discuss.