Type Tasting founder Sarah Hyndman is on a mission to make typography accessible and exciting for everybody, not just designers.

Roll up, roll up for an enlightening one-hour workshop that will take you on a roller coaster ride of experiments, games and demonstrations exploring the personalities of fonts.

Use the ‘Font Selfie machine’ to generate your own type personality analysis. Become part of the discovery process and take away your own ‘tasting notes’ that you can use in the future to help you choose fonts. We will prove that a font can transform the meaning of your words—it’s not just what you say it’s the way that you say it.

This workshop is based on Type Tasting research results delivered in a fun and playful style.

• Learn a three-step process for choosing a font.
• Find out why different fonts are suitable for different occasions.
• Create a font profile analysis chart to refer to when choosing fonts.
• Understand how a font can look cheap, expensive, calm, angry and can even alter your experiences.

About Sarah Hyndman
Sarah Hyndman is the founder of Type Tasting. She is a graphic designer, writer and public speaker who is known for her interest in the psychology of typefaces and for her research. Sarah’s aim is to make typography accessible to everybody, which she does with originality, humour and a dash of theatre. She ran pop-up Type Tasting workshops at the V&A for the London Design Festival in 2015 and runs Dalston Type Safaris.

Her first book, Why Fonts Matter, was published earlier this year by Penguin/Random House. She is in the process of writing two more books and collaborates with the Crossmodal Research Laboratory, Oxford University. Sarah has given a TEDx talk, spoken at South by Southwest (SXSW) in Austin, Texas, TYPO in San Francisco where one reviewer called her a “game-changer”, Ampersand in Brighton, Nicer Tuesdays for It’s Nice That, been interviewed on BBC Radio 4’s Saturday Live and Today, and has appeared on Channel 4’s Sunday Brunch. Type Tasting has been featured by CNN, FT and Wired.


Approx 60 mins


“Clever, insightful and original, left a lasting buzz and excitement behind!
“Went down a storm. Inspiring, inclusive”
“Sarah’s enthusiasm and knowledge are infectious”
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