Sarah Hyndman is a graphic designer, writer and public speaker known for her interest in the psychology of type and whose main area of expertise is multi-sensory typography. Her mission is to change the way we think and talk about typography by making it exciting for all. She researches how typefaces narrate our everyday experiences and document our cultural tastes, and is exploring how type can be used to create positive change.

Sarah is a consultant and founder of Type Tasting. She works with exciting clients to create innovative storytelling with typography workshops for communications teams, immersive events that are engaging for all, and fun talks with lashings of audience participation. She is the author of Why Fonts Matter and the brand new What’s Your Type? card game.

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Sarah has written three books, is currently working on her fourth, and her first game will be published on Valentine’s Day 2019. She is published by Penguin/Random House and Laurence King.

Why Fonts Matter
How to Draw Type and Influence People
What’s Your Type? Type Dating Card Game

Sarah also creates content for social media and writes articles for magazines and publications, get in touch to commission a written piece.

“Walked into Waterstones earlier for a nose around and ended up buying Sarah Hyndman’s ‘Why Fonts Matter’. I’m up at 6am and can’t put the bloody thing down. One of the best books I’ve read in ages.” Andrew Hoare (Twitter)

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Consultant, workshops and teaching

Sarah works as a consultant. Her areas of expertise are cultural coding of fonts, storytelling with type, she facilitates creative and idea generation sessions, and she is a mentor and a D&AD judge.

Sarah has been a design and typography educator for over 15 years, she creates workshops for a wide range of clients. She also teaches at UK and international colleges or universities find out more.

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Public speaker

Sarah is a regular public speaker and an engaging guest on radio and TV. She specialises in making the complex topic fun for design and non-design audiences with originality, humour, a dash of theatre and lashings of audience participation. Audiences are often invited to participate in pre-talk experiments and games so they become a part of the discovery process.

“Sarah is a fantastic speaker–she engages audiences with a brilliant mix of warmth, good humour and real insight into her subject matter–in which she is expert. She quickly warmed up a noisy crowd and had them eating out of her hand.” Luke Tonge, Glug curator

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Sarah researches the perception of typography through all the senses. From live proof-of-idea experiments designed to entertain, to a series of books she would like to publish with over five years of her research results. Her work has been featured by AIGA, CNN, Creative Review, Dazed, Eye, FT, It's Nice That, New York Times, The Times and Wired.

“Fascinating insight into how type can influence our feelings, our senses, and even our taste,” Professor Charles Spence, University of Oxford

Help publish the research
Take part in experiments

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Type Tasting founder

In 2013 Sarah Hyndman created the innovative Type Tasting studio as a forum for her research and workshops. Would you like to discover how typefaces make a first impression and they communicate your unique story? It’s not about kerning, it’s the impression they make on the subconscious. Take part and you’ll never look at fonts in the same way again.

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Calendar of events

Photos by Juliana Johnston (author photo), David Owens (idea facilitation), Viv Cherry (3D glasses) and Johnathan Cherry (Glug).