Pop-up Typography Lab

Type Tasting Pop-up Typography Lab

What might fonts smell like? What memories do they store? Are these collective memories or personal associations?

Pop-up Typography Lab listings 2018
D&AD festival, 24th to 26th April
Stoke Newington Literary Festival, 2nd May
Birmingham Design Festival, 9th June
Letterheads London, 18th August, 10am to 5pm
London Design Festival, 15th September, 11am to 5pm

Visit the online Type Tasting lab here

You are invited to take part in typographic research in the mobile Type Tasting laboratory, which will have a series of experiments running throughout the year. The experiments are designed to gather data, and also to encourage you to think differently about typefaces and perception as you take part in them. Times and locations may be announced on the day, get location updates on Twitter/Instagram at #TypeTastingLab @TypeTasting.

Type Tasting founder Sarah Hyndman investigates the information typefaces communicate to us independently of the words they are spelling out, which we usually ‘read’ on a subconscious level. There is a complex system of visual codes that we learn to recognise, often through the branding and packaging we interact with in our everyday lives. 

Sarah is the author of Why Fonts Matter and How to Draw Type and Influence People. She is a regular public speaker, a judge for both D&AD and Penguin, and creates typography workshops for a range of high profile organisations. She has had two studies published in collaboration with Professor Charles Spence of the Crossmodal Research Laboratory at the University of Oxford, and has become an accidental expert in multisensory typography.

This year her focus is on exploring the potential for creating typographic interventions that initiate positive behaviour change. This is intended as a conversation starter about the language of enticement vs the voice of authority or guilt, with a view to publishing the results later in the year. The first stages of the explorations have been featured in The Times and iNewspaper.

Some of the experiments you will take part in are in their early proof of concept stages, for others data is being gathered potentially to be published as a future collaborative study. Sarah will talk about the results in talks (dates and times to be announced), and a series of books is planned for publication in 2019.

Design can create positive change and working in the creative industries gives us a unique platform. It’s time for all of us to be curious, to ask questions that go beyond the brief, and ultimately to use our skills to make the world a better place. 

 Type Tasting Pop-up Typography Lab at the Science Museum Lates.   References  ‘The role of typeface curvilinearity on taste expectations and perception’ by Carlos Velasco, Sarah Hyndman (Type Tasting), Charles Spence (University of Oxford),  International Journal of Gastronomy and Food Science , January 2018  ‘The Taste of Typeface Design’ by Carlos Velasco, Andy T. Woods, Sarah Hyndman (Type Tasting), Charles Spence (University of Oxford),  i-Perception , August 2015.  'Eat your Words: Food as a System of Communication' MA thesis by Sarah Hyndman, University of the Arts, London, June 2001.     D&AD Event photo by Lynda Murray.

Type Tasting Pop-up Typography Lab at the Science Museum Lates.

References
‘The role of typeface curvilinearity on taste expectations and perception’ by Carlos Velasco, Sarah Hyndman (Type Tasting), Charles Spence (University of Oxford), International Journal of Gastronomy and Food Science, January 2018

‘The Taste of Typeface Design’ by Carlos Velasco, Andy T. Woods, Sarah Hyndman (Type Tasting), Charles Spence (University of Oxford), i-Perception, August 2015.

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

D&AD Event photo by Lynda Murray.

Take part in online Typographic Intervention experiments: