Seeing Senses with Sarah Hyndman

Sarah Hyndman
  • 5.0 (1)
  • SOCIETY & CULTURE

Seeing Senses. Where there’s more than meets the eye. “Recommend this podcast. Be the one who spotted it first. That puts you in the room with brilliant original thinkers” Join Sarah and her pioneering cross-industry guests to discover the incredible things we can learn when we escape from our silos. Uncover the hidden role multi-sensory perception plays in emotion, meaning and memory. Starting at first sight to all the senses from sound, scent, touch and taste to humour and synaesthesia. From the colour of sound to shapes that taste sweet, each episode brings you into conversation with perfumers, scientists, writers, chefs, artists, designers who are multi-sensory pioneers across different disciplines. Join Sarah to explore how what we see connects to what we sense and why this matters for how we communicate, create, and connect. Reviews  Whether you’re a curious creative, an experience designer, or a business owner wanting to shape stories that resonate on a sensory level, this podcast helps you tap into the magic where science meets feeling.  Links: More Seeing Senses content & info.Book Sarah Hyndman to speak at your event. Sarah’s the founder of Type Tasting and the curator of The Sensologists briefings . Find Sarah on LinkedIn and on Instagram.  

Episodes

  1. Neuroaesthetics with Robyn Landau

    NOV 12

    Neuroaesthetics with Robyn Landau

    Neuroaesthetics with Robyn Landau Seeing emotion: The art and science of how environments shape us How do you turn what your body feels into something you can see and share? In this episode of Seeing Senses, Robyn Landau joins Sarah to explore the fast-developing field of neuroaesthetics. Robyn explains how our brains and bodies respond to everyday environments, why she and Katherine Templar Lewis founded Kinda to translate lab insights into real-world cultural experiences. Their studio-lab approach uses EEG, biosensors and self-report to create interactive works that help people learn about themselves. The conversation covers hands-on testing that visualises heart activity and skin conductance as colour, motion and shape, inclusive access, the “pub test” for science communication, and why building inner-sense literacy, interoception, matters for wellbeing. Their new experience Emergence has recently opened in New York.  // Listen if you’re curious about: What neuroaesthetics isVisualising our inner response to soundWhy Kinda Studios merges a creative studio with a neuroscience labHow physiological signals can be translated into live visual formsInteroception, flotation tanks, and learning to notice inner signalsThe “pub test”: sharing just enough science to pass on to a friend// Key themes & takeaways: Knowledge as agency: clear, shareable explanations help ideas travelScience-informed design: start with “how should someone feel,” then work backwardsReal-world measurement: EEG and biosensors plus self-report outside strict lab settingsArousal and valence: mapping experiences to energy level and feeling toneVisualising physiology: colour, shape and motion as a common language for inner statesIndividual differences: similar inputs, different responses, different baselinesConnection as outcome: to self, to others, to placeInteroception for wellbeing: practise noticing inner signals, not only external stimuli// Guest: Robyn Landau is a neuroaesthetics researcher, designer, and cultural entrepreneur advancing new interdisciplinary models connecting neuroscience with creative experiences. As the co-founder of Kinda Studios, the first women-led neuroscience studio and lab, she pioneers new ways to measure, design, and translate scientific insights into cultural experiences, expanding the impact of art, culture, and technology on human connection and wellbeing. // Bonus for multi-sensory thinkers: Head to Seeing Senses on Substack for updates and extras. You’ll find sense-hacking experiments and book recommendations from the guests. Become a paid subscriber to support the making of this podcast (with extra episodes and content). // Host: Sarah Hyndman is a designer/researcher, author and speaker. You can book her for a talk or workshop about Multi-Sensory Thinking here via Type Tasting. Sarah is the founder of Type Tasting, curator of The Sensologists and author of the bestselling book Why Fonts Matter (Penguin/Virgin).  Seeing Senses. Where there’s more than meets the eye.  // Theme music by AudioKraken.  #Neuroaesthetics #KindaStudios #Emergence #SeeingSensesPodcast #MultiSensoryThinking

    50 min
  2. Type & tattoos with Dan Rhatigan

    OCT 29

    Type & tattoos with Dan Rhatigan

    Type & tattoos with Dan Rhatigan Seeing words: Letraset, zines, maximalism and why fonts feel different  What happens when letterforms become part of your life story? In this episode of Seeing Senses, typographer and educator Dan Rhatigan joins Sarah to talk about how letters move from page to body, from analogue to digital and from work to play. Dan brings a joyous sense of curiosity to the craft of type. He shares how making comic books as a teenager set him on the path to typography, how Letraset taught him to trust his eyes, and how his tattoos have become a living archive of type history. Dan reflects on his work at type foundry Monotype, his zine projects and his fascination with the tactile side of design. He shares how hands-on making changes how we see, think and feel. Why a little imperfection can bring designs (and designers) back to life. // Listen if you’re curious about: How a love of comic books led to a career in typographyWhat Letraset taught a generation of designers about precision and playHow physical, hands-on processes change creative decision-makingWhat it’s like to manage one of the world’s largest font librariesHow type design trends reflect the mood of the momentWhy Dan’s tattoos make him unforgettable in summer// Key themes & takeaways: Maximalism as joy: Type is for play, not perfectionZines and community: DIY publishing as sensory storytellingCreative constraint: Limited tools lead to unexpected ideasFlow through physicality: Movement and making reignite creativityAnalog memory: Letraset and letterpress evoke embodied learningType tattoos: A living archive of letterforms and meaningCyclical trends: Why soft, emotional typefaces return in uncertain timesFont choice as power: Every visual decision changes how words feelHead to Seeing Senses on Substack for visual references and tattoo photos.  // Guest: Dan Rhatigan is the Senior Creative Foundry Director at Monotype. He is a renowned typographer with eclectic experience as a typesetter, graphic designer, typeface designer, and educator. He went from an MA at the University of Reading to senior roles at Monotype, Adobe Fonts, Type Network, and The Type Founders. He publishes his own typefaces and collaborations through Bijou Type, and a long-running zine, Pink Mince.  // Bonus for multi-sensory thinkers: Head to Seeing Senses on Substack for updates and extras. You’ll find sense-hacking experiments and book recommendations from the guests. Become a paid subscriber to support the making of this podcast. // Host: Sarah Hyndman is a designer/researcher, author and speaker. You can book her for a Seeing Senses talk, workshop or event. Sarah is the founder of Type Tasting, curator of The Sensologists and author of the bestselling book Why Fonts Matter (Penguin/Virgin).  Seeing Senses. Where there’s more than meets the eye.  // Theme music by AudioKraken. Typeface Magnet, Inga Plönnigs. #Typography #Tattoos #TypeDesign #SeeingSensesPodcast #MultiSensoryThinking

    48 min
  3. Guest hosts theatre students Alayna & Zoe

    AUG 14

    Guest hosts theatre students Alayna & Zoe

    Guest hosts theatre students Alayna & Zoe Majoring in theatre: Anticipation, connection and the breath before the curtain rises What does the moment right before a show begins feel like? In this episode of Seeing Senses, Sarah hands the mic to two guest hosts: University of Georgia theatre majors Alayna Young and Zoe Davidson. Together, they explore the charged, sensory-rich seconds before a performance starts, both from backstage in the wings and from the velvet seats of the audience. From the click of a mic wire behind the ear to the dimming of the house lights, Alayna and Zoe reveal how these details shape emotion, memory, and connection. They discover that performers and audience members share many of the same feelings (anticipation, suspense, excitement) but experience them in subtly different ways. // Listen if you’re curious about: How senses heighten anticipation before a showWhy onstage vulnerability can outweigh perfectionSensory overlap between audience and performerHow small details spark big emotionsWhy the “breath before it begins” connects us all// Key themes & takeaways: Anticipation is full-body: heartbeats, breath and room buzz alignBackstage items like zippers or headset mics spark emotional shiftsAudience and performers share emotional arcs before the show startsSensory cues trigger emotion and anchor memoriesThe most powerful theatre moments are often unplanned and subtleVulnerability builds connection: showing your human side draws people in// Guests: Alayna Young is a fourth-year theatre student exploring the relationship between performance and the senses. She’s passionate about the transformative potential of stepping into another character and how sensory detail deepens that transformation. Zoe Davidson is a third-year theatre student fascinated by the invisible threads between the stage and the audience. She’s been performing since childhood and sees theatre as a place for honest, human connection. Thank you to Sara Gray from AIFS. // Bonus for multi-sensory thinkers: Head to Seeing Senses on Substack for updates and extras. You’ll find sense-hacking experiments and book recommendations from the guests. Become a paid subscriber to support the making of this podcast (with extra episodes and content). // Host: Sarah Hyndman is a designer/researcher, author and speaker. You can book her for a talk or workshop about Multi-Sensory Thinking here via Type Tasting. Sarah is the founder of Type Tasting, curator of The Sensologists and author of the bestselling book Why Fonts Matter (Penguin/Virgin).  Seeing Senses. Where there’s more than meets the eye.  // Theme music by AudioKraken.  #MultisensoryDesign #Theatre #Performance #SeeingSensesPodcast #MultiSensoryThinking #Podcast

    43 min
  4. Seeing sound and hearing fonts with LJ Rich

    AUG 7

    Seeing sound and hearing fonts with LJ Rich

    Seeing sound and hearing fonts with LJ Rich Mixing senses: Synaesthesia, AI and the unexpected music of fonts Do you hear fonts? Can you taste music?  In this episode of Seeing Senses, BBC technology presenter and world renowned AI music artist LJ Rich joins Sarah for a joyfully curious journey through sound, senses and unexpected connections. From AI for good to the serendipity of symphonies created by mass transit. LJ talks about synaesthesia, sensory pattern recognition and how this can unlock incredible problem-solving. The episode includes a very special name that font game. This is (probably) a world-first music experiment that you can play along with. // Listen if you’re curious about: How sound becomes colour, texture, emotion and memoryAI for Good United Nations global summit on AI every yearHow LJ uses AI as a musical collaboratorWhy our brains love metaphors and unexpected juxtapositionsHow patterns inspire creativity in stuck moments// Key themes & takeaways: Interestingness at the edges: Why unconventional thinkers make better modelsSound is a shape, a colour, a taste: Inside LJ’s 3D multisensory perceptionUnexpected connections: The creative power of linking the seemingly unrelatedAI as a collaborator: Labelled and transparentMusic and memory: Composing Rubik’s Cube moves with melodiesTypography as performance: How fonts feel and soundOral culture & AI training: Why everyday conversations need a place in the datasetMultisensory dissonance: When a restaurant’s wallpaper spoils the foodPermission to feel: A beautiful call to nurture creativity in all its forms// This episode features music created by LJ Rich. If you would like to see a selection of fonts during the name that font game head over to Substack. // Guest: LJ Rich is a world-renowned AI music artist and TV broadcaster. Known for presenting on BBC Click, her one-woman AI-enhanced musical show has gained global recognition. She also MCs and co-curates high-powered events. She is considered a thought leader on how humans, creativity and AI are evolving. LJ makes the invisible layers of tech, sound and emotion feel gloriously human. // Bonus for multi-sensory thinkers: Head to Seeing Senses on Substack for updates and extras. You’ll find sense-hacking experiments and book recommendations from the guests. Become a paid subscriber to support the making of this podcast (with extra episodes and content). // Host: Sarah Hyndman is a designer/researcher, author and speaker. You can book her for a talk or workshop about Multi-Sensory Thinking here via Type Tasting. Sarah is the founder of Type Tasting, curator of The Sensologists and author of the bestselling book Why Fonts Matter (Penguin/Virgin).  Seeing Senses. Where there’s more than meets the eye.  // Theme music by AudioKraken.  #Synaesthesia #AIMusic #MultisensoryDesign #SeeingSensesPodcast #MultiSensoryThinking

    52 min
  5. Immersive gastronomy with Chef Jozef Youssef

    JUL 23

    Immersive gastronomy with Chef Jozef Youssef

    Immersive gastronomy with Chef Jozef Youssef Seeing flavour: Sight, filet-o-jellyfish & the art of multisensory dining When is a jellyfish not just a jellyfish? And why might black jellies trick your brain, and your palate? In this Seeing Senses episode, Chef Jozef Youssef of Kitchen Theory joins host Sarah to explore the strange, compelling world of multisensory gastronomy. From controversial dishes designed to provoke emotional responses to the subtle influence of cutlery on taste, this conversation dives deep into the visual language of flavour. And why our perception of food is never just about taste. // Listen if you’re curious about: How sight shapes your expectations of flavourWhy black jelly spheres can baffle even expert palatesThe science and strategy behind sensory mapping in experience designWhat the Bouba/Kiki effect and synaesthesia reveal about our crossmodal brainsHow Kitchen Theory went from blog to award-winning immersive supper club// Key themes & takeaways: Sight as a Primary Sense in Eating: How visual cues dominate flavour interpretationDisgust by Design: Controversial dishes provoke emotional and cognitive reactionsBlack Jellies & Recognition Gaps: What happens when colour expectation is disruptedSensory Mapping in Experience Design: A stage-by-stage approach to immersive diningCrossmodal Congruency: Beyond mixing senses to coherence and emotional resonanceSynaesthesia & Learned Associations: How we build sensory meaningBouba/Kiki & Shared Language of Shape: Cross-cultural insights into sensory perceptionCutlery as Interface: Redesigning utensils to heighten attentionFilet-o-Jellyfish: Fast food futuresLeave Them Wanting More: Designing moments that linger beyond the meal// Guest: Chef Jozef Youssef is a sensory experience designer and the founder of Kitchen Theory, a restaurant with an award-winning immersive chef’s table supper club. He is a culinary innovator and experience designer whose work bridges the worlds of food, science, design, and emotion. He is internationally recognised for pioneering multisensory and immersive dining experiences that challenge the way we perceive flavour. // Bonus for multi-sensory thinkers: Head to Seeing Senses on Substack for updates and extras. You’ll find sense-hacking experiments and book recommendations from the guests. Become a paid subscriber to support the making of this podcast (with extra episodes and content). // Host: Sarah Hyndman is a designer/researcher, author and speaker. You can book her for a talk or workshop about Multi-Sensory Thinking here via Type Tasting. Sarah is the founder of Type Tasting, curator of The Sensologists and author of the bestselling book Why Fonts Matter (Penguin/Virgin).  Seeing Senses. Where there’s more than meets the eye.  // Theme music by AudioKraken. This episode is dedicated to Syd because it’s her birthday: Happy Birthday Syd! #MultisensoryDesign #KitchenTheory #CognitiveExperience #SeeingSensesPodcast #FoodPerception

    51 min
  6. Exhibition curation with Wellcome Collection’s Janice Li

    JUN 26

    Exhibition curation with Wellcome Collection’s Janice Li

    Exhibition curation with Wellcome Collection’s Janice Li Designing beyond sight: Curation, memory and multi-sensory engagement “Having something to touch really brings you to the landscape.” Janice Li What does yellow feel like? How can data become music? And what happens when a beautiful installation evokes a bad memory? In this episode of Seeing Senses, curator Janice Li joins Sarah for a conversation about designing exhibitions that engage the whole body. They explore how materials, texture, scent, and sound create emotionally resonant experiences—far beyond what we see. From cabbage-based soundtracks to yellow-infused memories, Janice shares how her multi-sensory curatorial work at Wellcome Collection and beyond encourages tactile, inclusive, and embodied learning. The episode unpacks how she weaves crossmodal storytelling and emotional access into exhibitions that linger long after you’ve left the space. // Listen if you're curious about: How to design experiences with touch, scent, and soundWhat it means to curate with the body in mindWhy memory and materiality are deeply intertwinedHow data, music, and emotion intersect in exhibition designThe role of inclusivity and friction in curatorial practiceWhat cabbage can teach us about nutrition and sound// Key themes & takeaways: Multi-sensory engagement deepens emotional connectionEmbodied learning makes abstract concepts tangibleCurating through texture, sound, and scent invites diverse interpretationsCrossmodal experiences reshape how we perceive and rememberThe curator’s path can be self-initiated, transdisciplinary, and collaborativeMateriality influences memory as much as messageTactile opportunities increase accessibility and attentionBeautiful things can still unsettle— and that’s part of the work// Guest: Janice Li is a curator at Wellcome Collection (London) where she has curated Thirst: In Search of Freshwater (2025-26). Her curatorial work is seen internationally at the Victoria & Albert Museum, MoMu Antwerp, London Design Biennale, Milan Design Week and Venice Design. She advocates for and commissions transdisciplinary practices across the arts, humanities, and sciences as agents of change. Many of her projects investigate the interactions and movements between people and the ‘things’ they sense, make, use and wear across time and space in a crossmodal and transcultural context. Food Symphony (cabbage nutrition data as music); Sit, Feast on your Life at Milan Design Week.  // Bonus for multi-sensory thinkers: Head to Seeing Senses on Substack for updates and extras. You’ll find sense-hacking experiments and book recommendations from the guests. Become a paid subscriber to support the making of this podcast (with extra episodes and content). // Host: Sarah Hyndman is a designer/researcher, author and speaker. You can book her for a talk or workshop about Multi-Sensory Thinking here via Type Tasting. Sarah is the founder of Type Tasting, curator of The Sensologists and author of the bestselling book Why Fonts Matter (Penguin/Virgin).  Seeing Senses. Where ther

    47 min
  7. Sonic strategy with Steve Keller

    JUN 23

    Sonic strategy with Steve Keller

    Sonic strategy with Steve Keller Seeing sound: Branding, emotion and sensory congruence Can sound shift the flavour of what you're tasting, or alter how you feel about a brand? In this episode of Seeing Senses, sonic strategist Steve Keller joins host Sarah to explore the intricate relationships between sound, perception, emotion, and branding. From sensory-driven advertising to cultural soundscapes and emotionally resonant experiences, they unpack how audio operates as more than a background layer. It’s a primary interface for memory, emotion, and meaning. Steve shares insights from his career as the Sonic Strategy Director at Studio Resonate, SiriusXM Media’s creative hub, and explains how multi-sensory congruence can enhance both brand identity and personal experiences. The conversation ranges from the neuroscience of sound and taste to inclusive audio design, sonic seasoning, and the unspoken language of music as a social surrogate. // Listen if you're curious about: What a sonic strategist actually doesWhy sound is the fastest sensory pathway to emotionHow music and branding can influence memory and behaviourThe role of culture in how we hear and interpret soundWays sound can alter perception of flavour, space, and emotionHow sound design intersects with ethics, diversity, and inclusion// Key themes & takeaways: Sound is fast and emotional: It affects us before we even realiseSonic branding is essential: Audio is not optional in today’s branding landscapeVisual and sonic elements must align: Congruency builds trust and recognitionCultural context shapes perception: Sound is not universal—it’s experienced through filtersMusic as emotional infrastructure: Especially in moments of isolationTransdisciplinary thinking: Sound is where science, psychology, and creativity meetSonic seasoning: Auditory inputs can shift taste perceptionFuture of sensory design: Immersive, inclusive, emotionally resonantBe sonically present: Pause and listen, it shapes your reality// Guest: Steve Keller is the Sonic Strategy Director for Studio Resonate, SiriusXM Media’s in-house, audio-first creative agency. He is recognised as one of the world’s leading authorities on sonic strategy and identity, blending art and science into award-winning content and sonic experiences for a variety of global agencies and brands. His research explores the ways music, sound, and voice influence perception and behaviour. // Bonus for multi-sensory thinkers: Head to Seeing Senses on Substack for updates and extras. You’ll find sense-hacking experiments and book recommendations from the guests. Become a paid subscriber to support the making of this podcast (with extra episodes and content). // Host: Sarah Hyndman is a designer/researcher, author and speaker. You can book her for a talk or workshop about Multi-Sensory Thinking here via Type Tasting. Sarah is the founder of Type Tasting, curator of The Sensologists and author of the bestselling book Why Fonts Matter (Penguin/Virgin).  Seeing Senses. Where there’s more than meets the eye.  // Theme music by AudioKraken.

    55 min
  8. Composing perfumes with Sarah McCartney

    JUN 16

    Composing perfumes with Sarah McCartney

    Composing perfumes with Sarah McCartney Seeing scent: Sound, memory and the emotional power of perfume “I hear smells as sounds. Mint’s really pointy, whereas oakmoss is more like music…” Sarah McCartney What does mint sound like? How do you describe something that can’t be seen? In this episode of Seeing Senses, artisan perfumer Sarah McCartney joins Sarah to explore how fragrance communicates beyond words. They delve into the rich, cross-sensory connections between scent, sound, emotion, and memory. And why perfume is closer to music than to chemistry. Sarah shares how she composes fragrances for exhibitions, operas, and unexpected collaborations. From the Courtauld Gallery to burlesque performances to a chocolate-themed scent for author Joanne Harris. The episode highlights the challenges of language in olfactory design, the individuality of scent perception, and how closing your eyes can sharpen your sense of smell. // Listen if you're curious about: Why perfume is like music for the noseHow fragrance shapes memory and emotionWhat it takes to design scent for art exhibitions and live performancesThe subjectivity of smell and the limits of scent vocabularyHow olfactory design can elevate storytellingWhat it means to self-teach in a traditionally closed industry// Key themes & takeaways: Everyone smells differently: Perception is shaped by memory, mood, and cultureScent and sound share a sensory structure: Both unfold in time and layersLanguage fails scent: Verbal description often falls shortFragrance design is collaborative: Working across disciplines creates richer experiencesSmell deepens immersion: From galleries to gardens to stagesOlfactory habituation is real: We stop noticing familiar scentsPerfume is emotional: It bypasses rational thought and connects directly to memoryTeaching scent opens access: Breaking industry secrecy through education and transparency// Guest: Sarah McCartney is the founder of artisan fragrance house 4160 Tuesdays. A self-taught perfumer, she began after careers including as head writer for Lush Cosmetics. Since 2011, she’s run workshops, launched Scenthusiasm.School, and represented artisan perfumers on the IFRA UK Executive Committee. She co-wrote The Perfume Companion, speaks internationally, and her award-nominated fragrances have featured in operas, galleries, and gardens. She’s also a regular contributor to BBC Radio on the fragrance industry. // Bonus for multi-sensory thinkers: Head to Seeing Senses on Substack for updates and extras. You’ll find sense-hacking experiments and book recommendations from the guests. Become a paid subscriber to support the making of this podcast (with extra episodes and content). // Host: Sarah Hyndman is a designer/researcher, author and speaker. You can book her for a talk or workshop about Multi-Sensory Thinking here via Type Tasting. Sarah is the founder of Type Tasting, curator of The Sensologists and author of the bestselling book Why Fonts Matter (Penguin/Virgin).  Seeing Senses. Where there’s more than meets the eye.  // Theme music by AudioKraken.

    46 min
  9. Designing for laughs with Design Week editor Rob Alderson

    JUN 6

    Designing for laughs with Design Week editor Rob Alderson

    Designing for laughs with Rob Alderson Seeing humour: Timing, tension and the sensory surprise of laughter “There aren’t many creative practices where that’s so short: that connection and that sort of intensity between the audience and the artist.” Rob Alderson What do graphic design and stand-up comedy have in common? In this episode of Seeing Senses, writer, editor, and occasional comedian Rob Alderson joins Sarah to explore how both design and humour tap into fast, emotional reactions, often before we’re able to explain them. They discuss how structure, timing, and risk shape both visual communication and live performance. You’ll hear how iconic magician’s assistant Debbie McGee became an accidental mascot for a comedy show, what a sign on a fridge can teach you about tone, and why parsnips are the perfect metaphor for creative expectations. The episode also touches on the shifting role of design in an AI-powered world, and the value of embracing humour to create moments that connect. // Listen if you're curious about: Why design and humour often bypass logic and speak to feelingHow graphic design shapes everyday interactionsWhat comedy can teach us about vulnerability, timing, and creative riskThe challenge of explaining the value of designWhy ephemeral experiences can leave lasting impressionsWhat happens when a live audience rewrites your show// Key themes & takeaways: Humour reveals emotional truths we can’t always articulateDesign is everywhere, even if people don’t see itComedy and design share structure, tension, and payoffEphemeral moments in comedy mirror fleeting but resonant design choicesMemory is unpredictable—what we remember isn't always what we plannedParsnips and creative disappointment are oddly relatedGood design needs better storytelling to show its valueAudience feedback reshapes creative direction in real time// Guest: Rob Alderson is the editor of Design Week, the UK’s oldest design magazine (designweek.co.uk). He previously held creative leadership roles at It’s Nice That, WeTransfer and Vimeo. However, the British Comedy Guide website says very simply “Rob Alderson is a comedian”. // Bonus for multi-sensory thinkers: Head to Seeing Senses on Substack for updates and extras. You’ll find sense-hacking experiments and book recommendations from the guests. Become a paid subscriber to support the making of this podcast (with extra episodes and content). // Host: Sarah Hyndman is a designer/researcher, author and speaker. You can book her for a talk or workshop about Multi-Sensory Thinking here via Type Tasting. Sarah is the founder of Type Tasting, curator of The Sensologists and author of the bestselling book Why Fonts Matter (Penguin/Virgin).  Seeing Senses. Where there’s more than meets the eye.  // Theme music by AudioKraken. Thank you to Radim Malinic for the inspiration to make a podcast, and to podcasters Mili Tharakan, Klaudia Mitura and Suze Cooper for your generous advice.

    48 min
  10. Crossing senses with Professor Charles Spence

    MAY 22

    Crossing senses with Professor Charles Spence

    Crossing senses with Professor Charles Spence Seeing senses: Sight, flavour and how expectation reshapes experience “None of us believe that our senses affect us as much as, in fact, the evidence shows that they do.” Professor Charles Spence What if your eyes are misleading your tongue? In this episode of Seeing Senses, experimental psychologist Professor Charles Spence joins Sarah to explore how our senses cross paths more often than we think. From pink yoghurt that tastes sweeter to the name that changes ice cream from sweet to salty, he reveals how the brain uses sight to predict flavour, and how even trained wine tasters can be fooled. They discuss the dominance of vision in taste perception, the pitfalls of unexpected packaging, and why a pencil and paper sometimes beat brain scans in his lab. It’s a science-rich journey into crossmodal perception, showing how our expectations shape experience across food, design, and daily life. // Listen if you're curious about: How colour influences flavourWhy vision overrides taste more often than we realiseWhat crossmodalism really means in everyday perceptionWhy blind tastings and disconfirmation reveal hidden biasesHow to design better multisensory experiencesWhy even experts fall for sensory illusions// Key themes & takeaways: Visual cues shape flavour perception, often before we tasteCrossmodalism explains how the senses work in combination, not isolationSight dominates—even among expert tastersColour, context, and packaging set powerful expectationsSensory illusions are common, and often go unnoticedMemory and perception are linked, especially around foodDesigning for the senses can create more memorable, effective experiencesExpectation can override reality, even in flavourSimple tools often reveal more than high-tech equipmentThe senses influence us more deeply than we admit// Guest: Professor Charles Spence is a world-famous experimental psychologist who specialises in neuroscience-inspired multisensory design. He’s worked with many of the world’s largest companies, focusing on the design of enhanced multisensory food and drink experiences through collaborations with chefs, baristas, mixologists, chocolatiers, perfumiers, and the food & beverage and flavour & fragrance industries. // Bonus for multi-sensory thinkers: Head to Seeing Senses on Substack for updates and extras. You’ll find sense-hacking experiments and book recommendations from the guests. Become a paid subscriber to support the making of this podcast (with extra episodes and content). // Host: Sarah Hyndman is a designer/researcher, author and speaker. You can book her for a talk or workshop about Multi-Sensory Thinking here via Type Tasting. Sarah is the founder of Type Tasting, curator of The Sensologists and author of the bestselling book Why Fonts Matter (Penguin/Virgin).  Seeing Senses. Where there’s more than meets the eye.  // Theme music by AudioKraken. Thank you to Radim Malinic for the inspiration to make a podcast, and to podcasters Mili Tharakan, Klaudia Mitura and Suze Cooper for your generous advice.  This episode is dedicated to the life of my friend Moira Parker.

    31 min

  11. SEASON 1 TRAILER

    Trailer: countdown to the launch

    What can you learn by going behind the scenes in an experimental psychology lab, a perfume maker’s studio, a stand-up comedy show or an immersive chef’s table supper club?  This is the countdown to the launch of a brand new podcast Seeing Senses with Sarah Hyndman Where there’s more than meets the eye Launching on Thursday 22nd May Subscribe to the Seeing Senses podcast at https://seeingsenses.substack.com/ for updates and extras. The podcast is for creators, small businesses and the curious. It uncovers the magic and science behind what makes us feel, starting at first sight.  The first guests in series one include: • Experimental psychologist Professor Charles Spence from the University of Oxford. • Artisan perfumer Sarah McCartney from 4160 Tuesdays.  • Editor of Design Week Rob Alderson on the stand-up show he created for the Edinburgh Fringe Festival.  •  Chef Jozef Youssef, founder of Kitchen Theory, a restaurant with an award-winning immersive chef’s table supper club.  Also joining me in series one are TV presenter LJ Rich, audio alchemist Steve Keller, artist Sue Webster, typographer Dan Rhatigan and podcast host Radim Malinic.  Join me, Sarah Hyndman, as I talk to experts from different fields to discover how they connect what we see to what we sense and feel. Find out how they work with the senses to shape our emotions, memories and choices. How they create unforgettable experiences that people can’t help talking about.  My guests are people who have inspired my multi-sensory journey over the last 12 years. What was only meant to be one year away from running my graphic design business back in 2013, turned into a whole new career, when I started to go to events and discovered that I could be a part of this amazing world where science meets creativity meets senses. The most exciting ideas happen when we connect across different disciplines.  About the host Sarah Hyndman is a designer/researcher, author and international speaker. She’s written books including the bestselling Why Fonts Matter (Penguin). Sarah co-publishes research with Professor Charles Spence, University of Oxford, and is chef Heston Blumenthal’s experiential font science expert.  Sarah is the founder of  Type Tasting and curator of The Sensologists. Subscribe to the Seeing Senses podcast at https://seeingsenses.substack.com/ for updates and extras.

    2 min

  12. SEASON 1 TRAILER

    Seeing Senses Trailer

    Seeing Senses podcast Where there’s more than meets the eye What if your senses were the secret to creating unforgettable stories? I’m Sarah Hyndman, and this is Seeing Senses — a podcast that uncovers the magic and science behind what makes us feel, starting at first sight. From the colour of sound to shapes that taste sweet. I’ll take you behind the scenes with perfumers, scientists, writers, chefs, artists, musicians, makers, designers and athletes, to reveal how they connect what we see to what we sense. Because the real alchemy happens when we talk to people across different disciplines. It all started with my mass participation typography experiments. I set out to gather data, but what I kept discovering was something more human: how we each experience the world differently, in our own brilliantly unique way. I’ll go beneath the surface to investigate what’s happening inside our brain and body. With sense-hacking tips you can try for yourself. If you’re curious about how the senses shape your audience’s emotions, memories and choices, and how you can use that to tell stories people want to talk about, then this podcast is for you. Subscribe now to the Seeing Senses podcast, where there’s more than meets the eye. More content and info at https://seeingsenses.substack.com/

    2 min

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Seeing Senses. Where there’s more than meets the eye. “Recommend this podcast. Be the one who spotted it first. That puts you in the room with brilliant original thinkers” Join Sarah and her pioneering cross-industry guests to discover the incredible things we can learn when we escape from our silos. Uncover the hidden role multi-sensory perception plays in emotion, meaning and memory. Starting at first sight to all the senses from sound, scent, touch and taste to humour and synaesthesia. From the colour of sound to shapes that taste sweet, each episode brings you into conversation with perfumers, scientists, writers, chefs, artists, designers who are multi-sensory pioneers across different disciplines. Join Sarah to explore how what we see connects to what we sense and why this matters for how we communicate, create, and connect. Reviews  Whether you’re a curious creative, an experience designer, or a business owner wanting to shape stories that resonate on a sensory level, this podcast helps you tap into the magic where science meets feeling.  Links: More Seeing Senses content & info.Book Sarah Hyndman to speak at your event. Sarah’s the founder of Type Tasting and the curator of The Sensologists briefings . Find Sarah on LinkedIn and on Instagram.  

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