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Exploring the Psychology of Typography

Discover how to use typography to create designs that deeply resonate with your target audience.

Follow this masterclass to get an email the next time it's scheduled.

Top designers know the secret to creating powerful, impactful design: the psychology of typography. Led by bestselling author Sarah Hyndman, this Masterclass is designed to help you understand the role typography plays in shaping how we communicate visually. In this one-day course, you’ll learn how to use typography to convey emotion, build trust, and connect with audiences in ways that go far beyond aesthetics.

Do you rely on written or visual words to engage and communicate with your audience? This Masterclass is for you! Being intentional with your typographic choices can elevate your work, leading to designs that stand out and connect with your audience on an emotional and cognitive level. This Masterclass will improve your ability in choosing typography to communicate ideas, evoke moods, and create powerful visual experiences. 

Sarah Hyndman, author of ‘Why Fonts Matter’ and founder of Type Tasting, will delve into the psychology behind how fonts impact our emotions, thoughts, and actions. Through immersive exercises, you will experience first-hand how typography can transform the senses and challenge your preconceived notions about the world. You will develop a plan for identifying the needs of your target audience, leverage typography to reinforce the brand message in the viewer’s subconscious mind and feel confident explaining your typographic choices to clients and stakeholders. 

Whether you are a seasoned designer or simply interested in the power of typography, this Masterclass is for anyone who wants to create more visually stunning, emotionally resonant designs.

Who its For

  • Designers who want to spend a day (away from the computer screen) refreshing their typography knowledge alongside like-minded practitioners.
  • Designers and those in the communications industries who wish to stay up-to-date with current typography research.
  • Those working in the communications industries who wish to feel more confident talking about typography with designers, clients and stakeholders.
  • Senior design team members who manage teams and mentor junior designers.

By the end of this workshop, you will:

  • Use recent research insights to make confident typographic choices. 
  • Understand how the brain responds to typography and feel confident communicating this to clients and stakeholders. 
  • Follow a 5-step plan to identify the needs of your target audience. 
  • Make typographic choices based on readability and making an emotional connection.
  • Craft typography to establish trust. 
  • Ditch your boring go-to font list!

Shoreditch, London

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