Sarah Hyndman: Wake Up and Smell the Fonts talk

Source: https://www.youtube.com.Sarah Hyndman / TEDx. License: All Rights Reserved.

Klutewas used to demonstrate Sarah's proposition that font choice can determine or effect experience. 100 people were given the same flavour jellybeans to eat while looking at a round typeface, then Klute. They rated the jellybean while looking at Klute as 11% more sour.

To illustrate 'fonts turn words into stories', Klute was also shown to represent Darth Vader, against a rounded serif typeface repersenting Luke Skywalker as part of 'a story in 15 fonts'.

Source: https://www.youtube.com.Sarah Hyndman / TEDx. License: All Rights Reserved.

Source: https://www.youtube.com.Sarah Hyndman / TEDx. License: All Rights Reserved.