Type Tasting's Sarah Hyndman on Sunday Brunch

What is Type Tasting?

Type Tasting has been investigating typefaces as cultural codes and exploring the relationship between visual language and all the senses since 2013. Founded by graphic designer and author Sarah Hyndman, Type Tasting champions typography as an exciting topic for all and shows how it can be used to create positive change.

The name Type Tasting comes from the idea of a wine tasting. The intention is to create social opportunities for all audiences to learn about typography from the type consumer’s point of view.

Sarah researches and quantifies how we respond to typefaces through live experiments, surveys and interviews. She publishes her findings in her books, shares results in her talks and workshops, and has co-published two studies with Professor Charles Spence of Oxford University.

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Image: Channel 4's Sunday Brunch