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’re hidden in plain sight, but 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.

ABOUT THE AUTHOR

Sarah Hyndman is a graphic designer, writer and public speaker who is known for her interest in the psychology of typography. She is the founder of experiential type studio Type Tasting as well as the author of Why Fonts Matter.

Sarah explores how we respond to typefaces; how they create a first impression, influence perception and can enhance experiences. She set up Type Tasting as a forum for typographic research, skill development and exploration.

144 pages, Paperback

7 1/4" X 8 3/4"

450 illustrations