Sarah Hyndman is a graphic designer and writer who is known for her interest in the psychology of typography. She is the founder of Type Tasting, author of 'Why Fonts Matter' (Penguin/Random House) and is currently writing a book for Laurence King.
Sarah set up Type Tasting as a forum for typographic research, skill development and exploration. She has run mass participation events and experiments at the V&A for the London Design Festival and the Science Museum. Sarah has given a TEDx talk, been interviewed on BBC Radio 4, spoken at South by Southwest in Austin, Texas, TYPO in San Francisco and Ampersand in Brighton. She works on collaborative research with the Crossmodal Research Laboratory at the University of Oxford and runs typography workshops which include the D&AD’s bespoke Typography Lab.
Sarah gained a distinction for her Masters degree in Typo/Graphics at the London College of Communication (University of the Arts) where she subsequently became a guest tutor.