The Type Taster by Sarah Hyndman

posted by Anna Chayasatit October 13, 2015

You don’t have to a synaesthete to be able to taste type. According to Sarah Hyndman, the writer of ‘The Type Taster book’, every font can create trust, mistrust, give you confidence, and even has the power to alter the taste of your food. Published as part of an ongoing typographic research that deals with our everyday association with type and sensory experiences, The Type Taster is a testing ground for theories of font psychology, giving us an insight into the concepts behind typefaces and font choices.

The Type Taster is a rigorous perfect-bound book published as part of an ongoing typographic research carried out by Sarah Hyndman. The book comes with a set of 3D glasses and there are five limited edition covers available: Baskerville, Clarendon, Didot, Gill Sans and Helvetica. Once you pick your favourite cover, you will find the corresponding personality analysis of your cover choice on the inside.

At first glance, The Type Taster might seem to be a heavy-content publication. But in point of fact, it is a very well thought-out publication that demonstrates how fonts influence us as type consumers. It takes us through 14 chapters and asks questions such as “Typefaces, they don’t really matter?”, “How do fonts influence you” and gives yus examples of how fonts can give words a personality.

Sarah Hyndman is one of the leading design figures known for her prowess as a graphic designer and design consultant who conducts an endless number of type-related experiments, workshops, and guided tours as well as gives talks and runs ‘tasting’ experiences both in the UK and abroad.

Very insightful, entertaining, and inspiring, the end result is a very balanced gathering of images, powerful typographic pages, and examples. The Type Taster book is a great read for anyone interested in interrelated disciplines, and especially if you are a graphic designer or design student.

This first, limited edition of the book is only available until 25th October 2015 so you have about two weeks! The second edition will be published by Penguin/Random House as ‘Why Fonts Matter’ which is coming out in February 2016.

www.typetasting.com
www.typetastingnews.com
www.sarahhyndman.com