Sarah on Channel 4 television's ‘Sunday Brunch’.

Sarah on Channel 4 television's ‘Sunday Brunch’.


What is Type Tasting?

Type Tasting was founded by graphic designer and author Sarah Hyndman in 2013, as a platform for her self-initiated and self-funded investigations into type, perception, multi-sensory typography and typefaces as cultural codes. Sarah is on a mission to change the way we think and talk about typography by making it exciting for all, and to show 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 to learn about typography from the type consumer’s point of view. Sarah’s approach is to engage the audience so that they become a part of the discovery process, and to deliver her findings with lashings of audience participation, humour, and a dash of theatre.

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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