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About Sarah Hyndman

Sarah Hyndman is on a mission to make typography exciting for everybody. She does this with multisensory games, a dash of theatre, and lashings of interactivity. Sarah is the author of the bestselling book ‘Why Fonts Matter’ and ‘How to Draw Type and Influence People’. She is a TEDx speaker and has been a guest on BBC Radio 4 (including Word of Mouth with Michael Rosen, Saturday Live and Today) and on Channel 4's Sunday Brunch.

Sarah conducts self-initiated research into type and perception and has co-published two scientific studies with Professor Charles Spence of the University of Oxford. In one she demonstrates that a jellybean can taste sweeter or sourer depending on the font you look at. Heston Blumenthal demonstrates her research on his podcast and she advise him on font science.

She has created mass participation events and multisensory installations at events including Adobe MAX, London Design Festival at the V&A, South by Southwest and Taste Me at Trapholt in Denmark.

During the pandemic, Sarah has created a programme of innovative and immersive live online events. These range from a virtual walking tour of East London to a multisensory synaesthesia experience session. The most popular events are her Gin & Typography tasting and the Pub Sign Crawl.