Fonts have different personalities that can create trust, mistrust, give you confidence, make things seem easier to do or make a product taste better. This book explains why certain fonts or styles evoke particular experiences and associations. It explores how you respond to fonts emotionally and can make fonts work for your message.
a fascinating insight into how type can influence our feelings, our senses, and even our taste
most books about fonts are written for designers – Sarah brings the power of fonts to everyone
Sarah Hyndman brings a frisky mix of art and science to her multisensory analysis of typography and communication
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.