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Why Fonts Matter


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Discover the incredible power of fonts to influence your decisions, alter your perceptions, stir your emotions and change how you understand the world

About the Author

Sarah Hyndman has been a graphic designer for nearly twenty years, and specialises in how fonts influence us. In this work, she has collaborated with psychologists from Oxford University and built on perception research from around the world. She has given talks about typography at TEDx, TYPO, SxSW and a range of other conferences.


a fascinating insight into how type can influence our feelings, our senses, and even our taste * Professor Charles Spence, University of Oxford *
most books about fonts are written for designers - Sarah brings the power of fonts to everyone * Patrick Burgoyne, Editor of Creative Review *
Sarah Hyndman brings a frisky mix of art and science to her multisensory analysis of typography and communication * Ellen Lupton, curator of contemporary design at Cooper-Hewitt National Design Museum *

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