Why Fonts Matter


by Sarah Hyndman

Take a look at the experiences and associations typeface evokes.

Fonts have different personalities that can create trust or mistrust, give you confidence, make things seem easier to do, or make a product taste better. Understand the science behind how fonts influence what you read. They’re hidden in plain sight, they trigger memories, associations, and multi-sensory experiences in your imagination. You may not believe it, but fonts can change the meanings of words right before your very eyes, alter the taste of your food, evoke emotional responses, and reveal their users’ personalities.

Graphic designer Sarah Hyndman specializes in exploring how fonts influence us as type consumers; Why Fonts Matter synthesizes Hyndman’s 20 years of experience as a graphic designer with her typographic research and the findings of experimental psychologists and neuroscientists.

Paperback | 144 pages | Gingko Press |  2016

Sarah Hyndman is the author of the bestselling ‘Why Fonts Matter’ and the founder of Type Tasting. She’s given a TEDx talk and she speaks at events around the world. She’s an engaging guest on radio and TV (including Word of Mouth with Michael Rosen, Today and Saturday Live for BBC Radio 4, and Sunday Brunch for Channel 4).

She’s on a mission to change the way we think and talk about typography by making it fun and accessible for everybody. Sarah specializes in making typography entertaining and relevant with humor, a dash of theatre, and lashings of audience participation. She creates multisensory installations, immersive events, and innovative workshops designed to challenge assumptions. She’s been researching typography and perception through all the senses since 2013 and co-publishes research papers.

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