font is supraliminal. What is supraliminal; meaning: : existing above the threshold of consciousness. 2 : adequate to evoke a response or induce a sensation. A more basic understanding of this is to say that font is a primer. It is registered so quickly by the subconscious that it is overshadowed with the human need to read the word. During this workshop in London with Sarah Hyndman, we all smelt different perfumes and had to fill out the scents attributes. We could select from a choice of four; woody, floral, sweet, spice. One jar smelt of a stronger woody tones whilst the other was a more floral scent. However, they were the exact same. We had all been tricked. By type. The only thing that was different about each bottle was the type on the bottle. One had flourishes and was more likely to be perceived as floral and expensive, the other was a harsh jagged font more likely to be perceived as woody and cheaper. This was all done through the power of type. 

We were given a break from all the theory and given the task to think of type as an image. This was designed to get us familiar with the illustrative quality of type. we were given prompts on the screen show casing various typefaces. The range spread from blacklister to san-serif to script, along with some accompanying music we were asked to draw the characters. Everyone started of quite reserved but with some strong pushes from Sarah movement began flowing onto the page. This was an incredible insight gained as we started to see how type was constructed, really pay attention to the small details and nuances and start thinking of how type can stand alone as a strong image. This helped us gain confidence with knowing our fonts and appreciating a fonts ability to stand alone as a design. 

we were given a brief and an hour to complete it. The brief was to design a social interacting beer. This was a completely obscure brief to tackle but we were given some helpful advice from sarah to approach it. She put a significant amount of emphasis on building your concept first using various mind mapping techniques to expand your ideas. She then asked us to write a series of key words we wanted our new logo to convey. This was crucial on guiding us to select a type face then primed the audience for the product. This was a really good process to use as it made us all conscious as graphic designers about our choices of type faces and how they influence the meaning of the design