Why Fonts Matter

This interesting book was in every museum bookstore on our most recent trip. I flipped through it and could see why. It is interesting as can be.

This book was immensely helpful to me as a product designer. I can now confidently quantify why a font will or won't work for a specific application or product. At times it feels a bit repetitive, but it really helps to unlock how different fonts will make people feel. I like that what I learned from this book applies to all fonts, not just the ones talked about in this book. Because you learn to understand the underlying principles of how typefaces make us feel on a subconscious level.

I got the pleasure of meeting Sarah and performing some of her experiments in London. Her workshops and experiments, as documented in this book, show the unique influence typography has on one's perception. A very interesting read. Due to my interests in typography and in Sarah's Type Tasting experiments, I got a special opportunity to perform Sarah's experiments at my university. All of her experiments are so fun and interactive. Great book for anyone interested in learning more about type!

Short and fast read, but tool intro to the topic

This book is exceptional! I found it in the San Francisco Airport Bookstore. My travel partner offered to buy it for me, and I declined it, thinking it would be just another cool book on my bookshelf, but not particularly useful. Fast forward a few months as I launch a website and a business card. Now I am scrambling to remember the name of this book and how to locate it. Luckily Amazon had it. Sarah Hyndman does a fabulous job of analyzing the meaning and emotion that fonts connote. Well worth the purchase for anyone interested in marketing and branding themselves and their printed material. Sara Boyce

If you do any type of graphics or writing this book is a great education on what fonts bring to the table.

Very colorful, graphically interesting presentation. But I was disappointed with this purchase.Main problem is that once you've read one chapter, you've read all 13, you just don't know it yet. After about 3-4 chapters, you start going, "Wait. Did I lose my bookmark? This sounds and looks like the last chapter I remember reading." I have to give credit for the author's taking her apparent career as a type consultant and workshop presenter to the published book format. More income and maybe a textbook - charge cards accepted - for those workshops. "We'll have quizzes, fun guessing games and font charts for the next 13 weeks as we drill into you the concept that the font should suit the purpose. Except when you want the reverse to happen."As a graphic designer and creator of many fonts over a 30-year career, let me save you some time, trouble and money: "Your font should suit its purpose.Unless you don't want it to." No charge; you're very welcome.

This book is a great read with lots of experiments showing the importance of font choice. I have used this book in my university classes and the students enjoy it as much as I do! This past November Sarah's work was at Adobe MAX which was a multi-sensory exhibit that so many people enjoyed. I highly recommend following Sarah on Instagram (@typetasting), always lots of fun with type!!

A very fun and interesting read, I’d never looked at type this way before and it has helped open my eyes to this which will benefit my knowledge and understanding so much more! Highly recommend!!

Every Designer must buy and read this to find something interesting about fonts.

you can learn a lot from this

Wenn man ein entspannend geschriebenes neueres Buch zum Thema digitale Schriftzeichen sucht, finde ich es super.

Comparisons of fonts. Explains in which way fonts are expressive.