Book Explores Emotional Connection with Type

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In my quest this year to learn and care more about all aspects of typography, I’ve been studying why some people get so attached to—or turned off by—certain typefaces and font choices. I may never fully connect with those feelings, but I have a new tool to guide me. Sarah Hyndman’s Type Taster book explores the emotional connections we (read: y’all) form with type.

The 144-page book, to be released in February of this year, takes a look at how type exerts its influence on us as consumers. The limited edition will feature five different covers, each sporting a different typeface. Whether you choose Gill Sans, Helvetica, Didot, Baskerville, or Clarendon, you’ll be treated to a personality analysis based on the cover you have chosen. I’m new to the world of type-love so I’d really rather not know what my choice would say about me!

Blending the work of psychologists, neuroscientists, and designers Hyndman explores the science and art of how you can be influenced by type and the associations that are triggered by typographical choices. A few sample studies include asking people to associate certain typefaces with different types of drinking water, for which the author created a “still to sparkling” scale. A similar approach was taken when assigning typefaces that characterize bitter or sweet food.

I don’t know that I’ll ever become someone who thinks about my relationship to type as deeply as Sarah Hyndman does in Type Taster, but I find the exploration of the concept intriguing. When designing, I think I often just “feel” the emotional connection I’m aiming for and—hopefully—choose a typeface accordingly. How about you? Do you think about type choice so analytically, or just let it happen organically? Let me know in the comments.

Erica Gamet has been involved in the graphics industry for over 35 years. She is a speaker, writer, trainer, and content creator focusing on Adobe InDesign, Apple Keynote, and varied production topics. She is a regular presenter at CreativePro Week, regular contributor to CreativePro Magazine, and has spoken at Canada’s ebookcraft, Adobe MAX, and Making Design in Oslo, Norway. Find Erica online at the CreativePro YouTube channel, CreativeLive.com and through her own YouTube channel. When she isn’t at her computer she’s probably daydreaming about travel or living in a Nordic noir landscape.

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  • Robert Browne says:

    Very interesting. I would love to read them all.

  • KKramer996 says:

    I initially choose a font style analytically, based on the target market and subject matter, but after the broad initial decision, I tend to organically choose the final typeface based on look and feel. 

  • Tiffanie Locke says:

    I had an instructor in college that really got me excited about type. Since I’ve been trying to think more about what I’m saying when I choose a certain type. I would love to read all of these books!

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