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Description Why Fonts Matter by Sarah Hyndman Take a look at the experiences and associations type evokes. Fonts have different personalities that can create trust or mistrust, give you confidence, make things seem easier to do or make a product taste better. Understand the science behind how fonts influence what you read. They are hidden in plain sight, they trigger memories, associations and multi-sensory experiences in your imagination. You may not believe it, but fonts can change the meanings of words right before your very eyes, alter the taste of your food, evoke emotional responses and reveal their users' personalities. Graphic designer Sarah Hyndman specializes in exploring how fonts influence us as type consumers; Why Fonts Matter synthesizes Hyndman's 20 years of experience as graphic designer with her typographic research and the findings of experimental psychologists and neuroscientists. Reviews "Sarah Hyndman brings a frisky mix of art and science to her multisensory analysis of typography and communication." Ellen Lupton — Curator of contemporary design at Cooper-Hewitt National Design Museum "Most books about fonts are written for designers - Sarah brings the power of fonts to everyone..." — Patrick Burgoyne, Creative Review "A fascinating insight into how type can influence our feelings, our senses, and even our taste..." — Professor Charles Spence, University of Oxford About the Author SARAH HYNDMAN has been a graphic designer for nearly twenty years, and specialises in how fonts influence us. In this work, she has collaborated with psychologists from Oxford University and built on perception research from around the world. She has given talks about typography at TEDx, TYPO, SxSW and a range of other conferences. Sharing Widget |
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