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).