Type Tasting by Sarah Hyndman
About this video
For four years, Sarah has been researching the personalities of typefaces. In her talk, she explains what your choice of typeface says about your personality and how type is important to brands. She also engages the audience in a game of Type Karaoke in which attendees are asked to shout out a word in the style suggested by the typeface. Her ‘Font Census' reveals some of fun and unexpected descriptions. Sarah also speaks about her new system to classify type based on the user responses/ experiences, which bundles typefaces by personality rather than history or anatomy.