Published writing

Sarah Hyndman is on a mission to change the way we think and talk about typography by making it exciting for everybody.

NEW Type Tasting Books
November 11th 2019
The Typographic Taste Changing Sweet & Sour Jellybean Experiment
by Sarah Hyndman.
Book 1 of 2, £10 + postage
Pre-order a copy now

NEW Type Tasting Books
November 11th 2019
Delicious Sweet & Sour Fonts
by Sarah Hyndman.
Book 2 of 2, £10 + postage
Pre-order a copy now

These are not the usual typography books. These are for people who want to change how we think and talk about typography.

New Type Tasting Books series

BOOK
Why Fonts Matter
by Sarah Hyndman, 2016
Penguin/Random House

BOOK
How to Draw Type and Influence People by Sarah Hyndman, 2016
Laurence King Publishing

What's Your Type? Type Dating Card Game by Sarah Hyndman

GAME
What’s Your Type?
Type Dating Card Game
by Sarah Hyndman, 2019
Laurence King Publishing

BOOK
The Type Taster: How Fonts Influence You
by Sarah Hyndman (2015, out of print)

CONTENT CREATION
Moo x Sarah Hyndman
Instagram Stories
May 2018

STUDY
International Journal of Gastronomy and Food Science

The role of typeface curvilinearity on taste expectations and perception by Carlos Velasco, Sarah Hyndman (Type Tasting), Charles Spence (University of Oxford), January 2018

ARTICLE

AIGA Eye on Design
Tasting East London through its Fast Food Typography
15th May

It’s Nice That
Type Tasting’s Sarah Hyndman predicts the typeface of 2018
January 2018
(Ten most read articles of the week)

ARTICLE
It’s Nice That
“Type alters what you smell” and other insights from Sarah Hyndman’s latest type-based research
20th April 2017

ARTICLE
Total Film

Type Cast. What does a film poster’s typography tell us?
June 2017

ARTICLE
Grafik
Unknown Pleasures
April 2017

ARTICLE
Magpie Magazine

Ampersand personality types
May 2016

ARTICLE
Communication Arts

Just Your Type
April 2016

ARTICLE
Computer Arts

Taste your Type
March 2016

ARTICLE
It’s Nice That

Why Fonts Matter, and how they impact your mood
January 2016
(One of the most read articles of the year)

ARTICLE
The Big Issue

Look up
January 2016

STUDY
iPerception
The Taste of Typeface by Carlos Velasco, Andy T. Woods, Sarah Hyndman, Charles Spence
Department of Experimental Psychology, University Oxford, UK
August 2015

ARTICLE
Monotype Recorder

Reading Outside the Lines
July 2015

THESIS
Eat your Words: Food as a System of Communication, University of the Arts London. MA Thesis (Distinction)
February 2001