Session S312

Consuming typography
The experience from
brain to senses
Sarah Hyndman
www.typetasting.com

Photo © Sarah Hyndman

“Typography is the
interface between you
and what you experience”
Sarah Hyndman

Photo © Sarah Hyndman

Why Fonts Matter by Sarah Hyndman
(Penguin/Random House, Gingko Press)
Image © Sarah Hyndman
How your brain reads

The Brain: The Story of You

by David Eagleman (Canongate Books)

Proust and the Squid: The Story

and Science of the Reading Brain
by Maryanne Wolf (HarperCollins)

Image © Sarah Hyndman

“Priming is a phenomenon in
which exposure to one stimulus
influences how a person responds
to a subsequent, related stimulus.”

Psychology Today
Research
How typefaces transform
what you taste and feel
Published study

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
Zine (pdf or jellybean-scented print)

Typographic Taste Changing Jellybean

Experiment by Sarah Hyndman
(Type Tasting Books)

This is the companion to the published

scientific paper, which is created for the
graphic design community. It includes
behind-the-scenes details—the inspiration
behind the experiment, Heston’s version
and things that went wrong!

www.typetasting.com/shop
 Published research
www.monotype.com/neurons

“T ypeface choice alone plays a significant role in how

people feel, boosting their positive response by up to
13%. Even Neurons was surprised by how compelling the
results were, as they typically see results between 0 to 5%.”

 ww.itsnicethat.com/news/monotype-why-fonts-make-us-feel-typography-090622
w
www.monotype.com/resources/webinars/neurons-recording

Photo © Sarah Hyndman

Published study
If It’s Hard to Read, It’s Hard to Do: Processing Fluency Affects
Effort Prediction and Motivation by Hyunjin Song and Norbert
Schwarz, 2008, University of Michigan.
“Good design reduces mental
effort and makes it easier
to take the desired action”
Nathalie Nahai, Psychologist
Type Tasting installations
 Adobe Fonts x Type Tasting
Installation at Adobe MAX 2019
www.typetasting.com/case-study-max-mood-installation
 Interactive installation
Sense Me, Trapholt Museum, Denmark 2019
www.typetasting.com/blog/2019/9/14/photos-trapholt-museum
As designers it’s our
responsibility to use
our skills for good
Session S312
Consuming typography
The experience from
brain to senses
Sarah Hyndman
www.typetasting.com

Photo © Sarah Hyndman