2015 Schedule
Interactive: March 13–17  •  Film: March 13–21  •  Music: March 17–22

Think Outside the Font: How Typefaces Influence

Saturday, March 14
11:45AM - 12:00PM

Austin Convention Center
Ballroom C
Austin Convention Center


Join graphic designer Sarah Hyndman who demonstrates that fonts play a vital role in our everyday lives and that they have the power to influence our experiences. Type is both functional and evocative; Sarah demonstrates how fonts trigger memories, evoke associations and prompt multi-sensory responses. She combines her experiences as a graphic designer with results of research by psychologists and neuroscientists.

Sarah will talk about her ongoing research into typeface associations which combine serious experiments and collaborations with fun games and surveys, and how she often uses her audiences as 'human guinea pigs'. She shows that fonts create a first impression, they alter our expectations and they can even alter the taste of the food we eat.

Fonts turn words into stories. They do this by giving them a personality, a back story and by linking them to our memories and emotions, often before we've even read the words.


#sxsw #TypeTaster


Sarah Hyndman

Founder & Creative Dir

Type Tasting

Sarah Hyndman is a graphic designer and educator who is curious about the psychology of typefaces and how we respond to them as type consumers. She launched Type Tasting in February 2013 and since ...

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