Choose type with confidence
Duration: 1 to 3 hour workshop.
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Broaden your typographic vocabulary and empower yourself to make confident type choices proven to connect with your audience. Take part in experiments as you create your own set of tasting notes based on latest research results. Become part of the discovery process as we prove that a typeface can transform the meaning of your words—that it’s not just what you say it’s the way that you say it.
This is a popular session based on the sellout ‘What’s your type?’ workshops created for the London Design Festival.
WHO IS THIS WORKSHOP FOR?
Ideal for students, a refresher for designers, startups and entrepreneurs interested in branding, the typographically curious.
The aim is to make typography fun and accessible and show that it is no longer a niche subject for experts. We are all type consumers; letterforms are woven into the rituals of our lives through the packaging on the products that we use every day. Most people now find themselves using fonts on a regular basis.
Type Tasting founder Sarah Hyndman is involved in ongoing research and collaborates on studies with the University of Oxford. Subjects include typeface personalities,1 type and cost,2 easy vs skill, mood,3 type and taste.4
A fast paced and fun session away from the computer, experimenting and focusing on design thinking through typography.
DISCOVER a proven process for choosing typefaces.
UNDERSTAND how a font can look cheap, expensive, calm, angry or even alter
FIND OUT why different fonts are suitable
for different occasions.
LEARN about ongoing research into type
CREATE your own ‘tasting notes’ to refer
to when choosing fonts.
Throughout the workshop you will create your own set of tasting notes that you can refer to
in future as you choose type with confidence.
TAKE PART IN EXPERIMENTS
Take part in experiments and demonstrations, then compare your answers to the results of Type Tasting surveys. You will explore how your choice of typeface combines with the words to convey additional meaning. Are some typefaces associated with cheaper and more expensive products?5 Which type styles suggest an activity might be easier or harder to do?6 Can the choice of typeface convey that an article is better researched?
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Cass Art; D&AD;
Ecole Intuit Lab, Mumbai; Interbrand;
JML; M&S; Monotype; Save the Children;
“Opened my eyes
up to the amazing
psychology of fonts”
HANNAH STEWART, DESIGNER.
“Brilliant” “Insightful” “Inspirational” “Taught me to think about the impact of font choice on the consumer”
LONDON DESIGN FESTIVAL FEEDBACK.
“Left me much more confident about typography and its vast importance. A fun and an incredibly thought provoking session, with an excellent variety of group activities. A fantastic experience”
CHANTELLE TREVES, STUDENT.
“Sarah’s approach encourages a very democratic, fun, new way of looking at type”
IT’S NICE THAT.
1. Type Tasting Font Census. www.typetasting.com/fontcensus.html
2. 5. The World’s Most Expensive-looking Font Might Surprise You, AIGA,
eyeondesign.aiga.org/the-worlds-most-expensive-looking-font-might-surprise-you 3. 4. Why Fonts Matter by Sarah Hyndman, Penguin/Random House
6. Ongoing Type Tasting research.
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© Type Tasting 2017. Type Tasting is an initiative by Sarah Hyndman of With Relish Ltd.