Resources for students

Listed below are articles I’ve written and interviews I’ve given that can be referenced, please ensure you credit these correctly when quoting from them.

To find out more about Sarah’s workshops, talks and courses for schools, colleges and universities click here.

How to approach an expert

You’re asking somebody to give their time for free to help you, so considering how you make your approach will dramatically increase your chances of getting a response.

1. Remember that everybody is very busy and an expert will be more likely to respond if you show that you respect their time. Experts are also human beings, be polite and write an email as if you were speaking to them in person. If you can find somebody who knows them to introduce you that will make a big difference.

2. Be clear about what your thesis idea is to give context to your questions, and to show that you are working hard on your project. But keep this short and sweet.

3. Don’t send a long list of general questions, this gives the impression that you’re asking the expert to write your thesis for you.

4. Research what the expert has already written, most publish books, blogs and research papers — they’re more likely to reply if you’re not asking them to repeat themselves.

5. Ask a maximum of one or two very specific questions. These should build on what the expert has already written and haven’t already been answered elsewhere, it’s fine if you want to query something they’ve said. You’ll make more of an impression if you’ve done the background research, and you’ll more likely end up having a productive and engaging conversation that you both enjoy.

6. Ensure you credit the expert, don’t pretend their views are yours.

7. Remember to say thank you!


General introduction

‘Why Fonts Matter’ by Sarah Hyndman, Penguin/Random House 2016
Buy on Amazon UK, buy on Amazon North America, but please support your local bookshop! Also available in many libraries (if it’s not in your college or school library then you can request that they stock it).

Crossmodal (also see multi sensory)

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)

The Taste of Typeface Design
by Carlos Velasco, Andy T. Woods, Sarah Hyndman (Type Tasting), Charles Spence (University of Oxford)


Wired magazine
If You Love That Font So Much, Why Don’t You Date It?


It’s Nice That
Why Fonts Matter, and how they impact your mood

Multi sensory (also see crossmodal)

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


Computer Arts
Taste your Type

Creative Review
A Taste of Type

Type on the tongue

12 Flavorful fonts from Type Tasting’s Sarah Hyndman

Semiotics & culture

AIGA Eye on Design
The World’s Most Expensive-looking Font Might Surprise You

Why Fashion Brands All Seem to Be Using the Same Font

The Guardian
Just my type: how Cooper Black became 2017’s most fashionable font

Dazed & Confused
How to start a revolution with Comic Sans

Design Week
Sarah Hyndman: “Punk was the anti-Helvetica”

New York Times
Vetements, Brioni and Kanye Agree: It’s Gothic Time

It’s Nice That
In Fonts You Trust?

Multiple Choice

The Bookseller
Character Study


AIGA Eye on Design
How Type Can Tell the History of Your City

The Big Issue
Look up

Alphabet Streets

Typographic tours

Type psychology

Creative Boom
Sarah Hyndman on type psychology, why fonts are emotional and finding your perfect 'type'

Moo Blog
What fonts reveal about you: Type Tasting

Interview with Sarah Hyndman