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.
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.
International Journal of Gastronomy and Food Science, January 2018
The role of typeface curvilinearity on taste expectations and perception by Carlos Velasco, Sarah Hyndman (Type Tasting), Charles Spence (University of Oxford)
The Times, May 2017
Using right fonts on labels could tackle obesity
It's Nice That, April 2017
“Type alters what you smell” and other insights from Sarah Hyndman’s latest type-based 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
Nudging positive behaviour change through type and language
Nudging 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?