Bio

I’m the founder of Type Tasting. I create unique experiences that use typography to transform what you think feel and do. My interactive typography workshops, immersive events and multisensory installations will challenge your assumptions about typography. I also do audience-participation talks. People say nice things like “eye opening”, “mindblowing” and “f*!*ing genius!”. I’m the author of books including the bestselling Why Fonts Matter (Penguin/Random House) and I’m in the process of writing two new ones. I speak at events around the world including Adobe MAX, SXSW and TEDx. I’m often a guest on radio and TV (including Word of Mouth with Michael Rosen, Today and Saturday Live on BBC Radio 4, also Sunday Brunch on Channel 4). I specialise in making typography entertaining and relevant with humour, a dash of theatre and lashings of audience participation. My mission is to change the way we think and talk about typography by making it exciting for a mainstream audience. I’ve been measuring the emotional impact of type since 2013. I co-publish multisensory typography studies with Professor Charles Spence of the Crossmodal Research Laboratory, University of Oxford, and I’m chef Heston Blumenthal’s font science expert. I’m Jury President for this year’s D&AD Typography Award, having previously been a judge for both the Professional and the New Blood Awards. I gained a Master's degree in Typo/Graphics at the London College of Communication, University of the Arts London (distinction). I then taught the yearlong Experimental Typography evening course at LCC for six years alongside my commercial practice. *** I’m currently taking bookings for interactive discovery talks and idea ignition typography workshops. *** Twitter: @SarahHyndman / @TypeTasting Instagram @TypeTasting