Sarah shares with us a story of type and invites us to consider our emotional response to the printed word. Each font/typeface has a personality that influences our interpretation of the words we read by evoking our emotions and setting the scene. We all understand this instinctively but it happens on a subconscious level. Sarah shows us that conscious awareness of the emotional life of fonts can be entertaining and ultimately give us more control over the decisions we make.
Designer Sarah Hyndman explores typography as we experience it in our every day lives under the banner of Type Tasting. Since the launch in 2013 she’s curated an exhibition at the V&A for the London Design Festival, been interviewed on Radio 4’s Today, taken Type Tasting to South by Southwest in Austin, Texas and has been commissioned to write a book.
Klute was used to demonstrate Sarah’s proposition that font choice can determine or effect experience. 100 people were given the same flavour jellybeans to eat while looking at a round typeface, then Klute. They rated the jellybean while looking at Klute as 11% more sour.
To illustrate ‘fonts turn words into stories’, Klute was also shown to represent Darth Vader, against a rounded serif typeface repersenting Luke Skywalker as part of ‘a story in 15 fonts’.