Baker & Taylor 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.
Ingram Publishing Services Take a look at the experiences and associations type evokes. Fonts have different personalities that can create trust or mistrust, give you confidence, make things seem easier to do or make a product taste better. Understand the science behind how fonts influence what you read. Theyre hidden in plain sight, they trigger memories, associations and multi-sensory experiences in your imagination. You may not believe it, but fonts can change the meanings of words right before your very eyes, alter the taste of your food, evoke emotional responses and reveal their users' personalities. Graphic designer Sarah Hyndman specializes in exploring how fonts influence us as type consumers; Why Fonts Matter synthesizes Hyndman's 20 years of experience as graphic designer with her typographic research and the findings of experimental psychologists and neuroscientists.