How to Correctly Use the Art of Typography in Packaging Design

Posted by Kirsten Crisostomo
in Typography

What is Typography?

Typography gives words life through the arrangement of letters letters and text in a way which makes it visually appealing. It involves typefaces and font families to create a visually appealing message to the reader.

Packaging design provides companies with an interesting platform by which to communicate it’s marketing message; it is a 3 dimensional medium, amongst other competing 3 dimensional mediums. Within the realm of packaging design, typography plays an essential and integral role; you need words to communicate information about your product. Utilized effectively, good typography can work to boost your brand recognition, helps differentiate your brand, grabs customer attention, and improve your return on investment.

Factors Which Impact Typography on Packaging

Type of Package: Of course, it seems logical that a standard, four-sided, corrugated cardboard box would be the easiest to design. But what about a stand-up pouch, clamshell, or large retail display? The shape and size of the package will greatly impact its typography.

Brand/Design Imagery: Typography and design are meant to interact harmoniously. When designing packaging, the goal should be to strike an equilibrium between graphics and text. The graphics will influence how, where, and what words are placed on any given package.

Product Type/Target Market: This is essential in creating an effective design. How old is your clientele? Are they predominantly men/women? What socio-economic group is your consumer most likely to belong to? Where in the world are they located, and what languages do they speak?

Using Typography Correctly and Effectively

Create a Hierarchy of Information. How? Follow this guideline:

Establish which words are required to immediately position your brand. Most likely this will be your brand name. This is the most important in the hierarchy of type and what is known as your Primary text.
The Secondary set of text refers to words that a customer will see when they are about 1 foot away from your product. This should be information which you believe is integral to your brand image. It may be a brand slogan, short product description, or caloric quantity. This information is important, however, should not overshadow your primary text.
Finally, the Tertiary set of text is typically much smaller in size, and while can be important, is not integral in separating your product from competitors on the shelves. This is often an ingredients list, contact/social media/website information, instructions, etc.