Taste Maker

A new book by Sarah Hyndman encourages readers to harness the power of fonts; looking at the emotional lives of typefaces and tackling the subject in an accessible and engaging way. 

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Type enthusiast Sarah Hyndman is about to launch a typography book with a difference. This is no boring instructional tome on the correct use of ligatures, rather it takes a look at the emotional lives of fonts, and examines how their distinct personalities create (often subconscious) emotional responses.

The Type Taster: How Fonts Influence You is published in a limited edition of 2,000 and purchasers can choose from five different covers to suit their personality: Clarendon, Helvetica, Gill Sans, Didot and Baskerville. The book is based on Sarah’s own ongoing typographic research, as well as research carried out by neuroscientists and experimental psychologists, plus studies dating back nearly a century. By getting users to recognise the different ways in which fonts evoke responses, the book aims to empower and inform the reader when faced with the often bewildering task of choosing a typeface. It comes with a pair of ‘font goggles’ and a tongue in cheek personality analysis based on your choice of cover. It’s aimed at students, designers and anyone who wants to find out more about the power of fonts.

The Type Taster is available from the TypeTasting website, or if you’re in London, you can pick up a copy from TypeTasting HQ (details below).

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Book purchase and pre-order collection times from the Type Tasting studio:

Wednesday 11 Feb 12–6pm
Thursday 12 Feb 12–6pm
Tuesday 17 Feb 12–6pm
Wednesday 18 Feb12–6pm
Thursday 19 Feb 12–9.30pm (evening)
Friday 20 Feb 12–5pm
Sunday 22 Feb 12–5pm

Type Tasting, Studio F7, The Chocolate Factory
Farleigh Place (off Farleigh Road) London N16 7SX

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