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Why Fonts Matter

We all constantly interact with type in almost every aspect of our lives. But how do fonts affect what we read and influence the choices we make? This book opens up the science and the art behind how fonts influence you. It explains why certain fonts or styles evoke particular experiences and associations. Fonts have different personalities that can create trust, mistrust, give you confidence, make things seem easier to do or make a product taste better. They're hidden in plain sight, they trigger memories, associations and multisensory experiences in your imagination. * Fonts can alter the meanings of words right before your very eyes. * See what personalities fonts have, and what they reveal about YOUR personality. * Explore how you respond to fonts emotionally and can make fonts work for your message. * Be amazed that a font has the power to alter the taste of your food. This book is for anyone who is interested in giving words impact, who loves words and how they influence us.
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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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