Design snobbery and why we're all experts in type, with Sarah Hyndman

For episode 74, our guest is Sarah Hyndman, a graphic designer and researcher and the person behind Type Tasting – a practice that's on a mission to change the way we think and talk about typography by making it fun and exciting for everyone.

Sarah specialises in making typography entertaining and relevant with humour, a dash of theatre and lashings of audience participation. And she is also the author of various books on type, including the bestselling book Why Fonts Matter and the title, How to Draw Type and Influence People.

Through her practice, she gets us to think about type in ways we never thought possible. Whether she's doing a TED X talk, TV interview, radio show or installation at the V&A – she takes typography way beyond the world of graphic design. Chef Heston Blu-men-thal even calls on Sarah as his "font science" expert.

I wanted to pick Sarah's brains on all things type. On how typography has changed since she first discovered it as a child, looking at chocolate and sweet wrappers in her local corner shop. We hear her thoughts on trends and the overall design industry about type snobbery and why we're all experts. And we delve into the subconscious and how we feel about various typefaces. Even whether they have the power to change the world, shape our behaviour and influence pop culture.

Season Four of The Creative Boom Podcast is kindly sponsored by Astropad Studio.