Wake up & smell the fonts | Sarah Hyndman | TEDxBedford

This talk was given at a local TEDx event, produced independently of the TED Conferences. Sarah shares with us a story of type and invites us to consider our emotional response to the printed word. Each font/typeface has a personality that influences our interpretation of the words we read by evoking our emotions and setting the scene. We all understand this instinctively but it happens on a subconscious level. Sarah shows us that conscious awareness of the emotional life of fonts can be entertaining and ultimately give us more control over the decisions we make.

Designer Sarah Hyndman explores typography as we experience it in our every day lives under the banner of Type Tasting. Since the launch in 2013 she’s curated an exhibition at the V&A for the London Design Festival, been interviewed on Radio 4’s Today, taken Type Tasting to South by Southwest in Austin, Texas and has been commissioned to write a book.

Sarah has been a graphic designer for over 15 years, working in agencies before setting up design company With Relish. After studying an MA in Typo/Graphics at the London College of Communication she was invited back as a guest tutor.

About TEDx, x = independently organized event In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)

[MazBringsby]

I am utterly obsessed with fonts and their design. Their artistic aesthetic and their functionality.

I like fonts.

[nicolemadeira]

Amazing! I'm a designer and I enjoyed every moment of this talk, but I bet non designers would do the same! Lovely talk about an important subject.

[xXUrbanWarriorsXx]

I will definetely join you! :) It's very admirable that you refused to do the job because it was against your moral principles. Thank you for trying to build this word a better place for all. Regards. Jeet.

[debbiewhite]

TY for excellent presentation. I point out to kids that advertising is designed to keep them from thinking and to just WANT. This shows even the choice of typeface is seriously important. Amazing. Awesome ending 🙂

[randomtester]

This was fabulous. Loved the story at the end. Well done! Bravo!

[Lyubovstrauss]

Sarah, Thank you so much for your wisdom and knowledge about Typography. Thank you for sharing with us. Thank you that you listening to your inner voice that so strong and clear. You open people eyes to see. Thank you.

[finleycastello]

My teachers at school just use comic sans for EVERYTHING.

[leons.]

GREAT talk! 😊 I liked when she changed her appearance by simply just taking of her waistcoat and glasses.

[RhythmnOfThought]

This is a powerful story, but it would lose at least half of its impact if it wasn't told by such an fantastic storyteller.
Thank you for this talk.

[sprig]

Her book Why Fonts Matter. Brought me here.

[jagans]

A presentation full of knowledge ♥️ Thanks for saying no to cigarette project!!

[sidremus]

That look you get when you start talking about your fascination of fonts - I can totally relate. Why aren't more people interested in this? It really is everywhere! Ever though about this font here? I think it might be Roboto...

[rithinpv]

Literally the Best video I saw in YT for while

[isabella_bubola]

Such an interesting talk and such a lovely person! Why Fonts Matter is currently on its way and I think I will devour it.

[edwardsrubyg]

Life is an art and so is typography! Brilliant! Thanks for sharing ;)

[linou_]

it's just amazing what you sharing i feel so ignorent about desing and how can it be so intentional thank you sarah for your presentation i wish i can learn more from you

[aparnaramaseshan]

Fantastic.. This brings in a whole new approach to typography. Thank you so much😊

[mmafightcoach]

That explained a lot. I understand the connections between fonts and emotions now. Great stuff Sarah.

[TonyFrench]

a good intro to a world of mystery. I like how you descibe font styles like clothes.

[londonsignwriter]

I will definitely join you!!! Great sensory talk can't wait for more!