In designing packaging, a balance between all visual elements is essential. Typography is one of the keys that defines the balance. We’ve created a quick guide about typography in packaging design.
You’d probably ask: why’d you need typography in a packaging that mostly consists of visual elements? While it’s true that visual elements define your product package design, you need to strike a balance between visual and written materials to get your packaging design to have purpose and appeal your audience. You can have the most stunning packages ever, but if you cram the information of your products in a cluttered way then only God can help you. Here is a quick and easy guide (and practice!) to understanding how typography makes your packaging more effective.
01. Enhance the overall aesthetic
Typography is a versatile visual element; not only does it help get your messages across, but it enhances the overall aesthetic of your packaging. Because, again, the packaging is always the product in the eyes of consumers, and it affects the majority of buying decisions.
Case in point: Hand-lettered letters for a playful twist
If you aim to create a playful, chic twist that prevents your logo from looking ordinary and dreary, hand-lettering is one of the ways. These packaging use hand-letters paired with sans serif to create contrast, and, in return, the combination gives more meanings to the brand and offer more personality than a font ever could.
02. Create hierarchy of information
In designing packaging, typography helps in creating hierarchy of information. This means it works to segregate information into the most easily digestible form and create emphasis.
Case in point: Slab serifs to create hierarchy
Slab serif typefaces are characterized by their strong, thick and block-like serifs. These kinds of type lend a distinctive yet inherent quality to a packaging. With the bold curves, slab serifs are very effective for a statement and headline piece due to their highly recognizable nature.
By helping viewers navigate through the name of the brand in slab serif, these packaging enable the brands to have a high degree of recognition value. Pro tip: Pair with sans serif typefaces to create more contrast.
03. Help position brands
You want your audience to clearly understand what your products or services are and why they are a better option than that of the competitors. Through typography in packaging design, you can help shape the way people perceive your brands.
Case in point: Sans-serifs for clear purposes
In a world that favors the loud and bold, there’s always a place on the other end of the spectrum for designers who eschew the loud and focus on designing minimalist packaging. Minimalism is all about going back to basics so that the messages can be delivered across media easily.
These packaging sport black sans-serif to prevent the audience from missing the bigger picture. Sans-serifs offer clean lines and simple stokes that work great together with packaging design built on the tenets of simplicity.