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 MuseumWe 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 foodThis book is for anyone who is interested in giving words impact, who loves words and how they influence us