The Science of Typography in Packaging to Grab

Customer Attention
BY AAMINA SULEMAN , FEB 24 2016

Feature Image Source: Flaticon

Why use typography when a picture can speak a thousand words? This notion is
not entirely applicable in packaging, at least. In your package design, you need a
balance in design. This equilibrium is created by using visual elements along
with written material. Together the two deAne and reAne your product package
design.

In graphic design, where your branding stationery and marketing material has to
reach people around the world – with the correct meaning attached – you need
words. These need to be beautiAed using the art and science of typography.

In Getting it Right with Type: The Dos and Don’ts of Typography (2006), it is
written that “…typography is Arst and foremost about the communication of
information.” It is a versatile design element because not only does it help in
conveying a message, but also makes words attractive.

Hence, I will focus on how to strategically and aesthetically work with

typography in packaging, in a way that it boosts your brand’s recognition,
preference; and improves your return on investment. Tim Berry of Palo Alto
Software, in his article Packaging and Labeling Your Products suggests that
“well-designed packages offer a promotional tool and convenience value to the
user.”

So let’s begin!

The Purpose Of Typography

:
 In Packaging Design: Successful Product Branding From Concept to Shelf, it is
explained that “typography for packaging design communicates the marketing
message on a three-dimensional medium, is initially viewed from a distance, and
is viewed by people of varying cultural, social, and ethnic backgrounds – all in a
short amount of time…”

You can very well wrap your product in a sachet, stand-up pouch, shrink
bundling, clamshell, sealed tray, boxes, and bottles etc. – but if the information
on it is placed synonymous to a long and dreary Microsoft Word document –
then God help you. So what is the purpose of typography in packaging?

Aids In Positioning Your Brand

Typography helps a brand position itself. The way you want to position your
brand depends on what you want to sell, and how you want people to perceive
you. The fonts you choose and the way you compose text on packaging design
(https://www.zilliondesigns.com/marketing-collateral) tells people the kind of
brand you are.

Helps Differentiate Your Brand

You must have noticed that typesetting varies on different products, and this
helps a brand to set itself apart from others. A customer can easily distinguish
between products and brands. With the choice and composition of typography,
packaging of brands can be differentiated.

This packaging is surely different.

(http://blog.wanken.com/wp-content/uploads/2013/07/fresh-packaging-for-
reitan-by-bvd-01.jpg)

So is this one.

(http://www.underconsideration.com/brandnew/archives/mcdonalds_2016_packaging.jpg)
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 (https://www.zilliondesigns.com/blog/wp-content/uploads/image-2-min.png)

De[nes Your Product Better

Carolyn Knight and Jessica Glaser, researchers from the University of

Wolverhampton, UK say that “visual elements of typography speak louder than
words”. Nevertheless, you must note that visual language is only signiAcant
when “created by carefully selected typography” (Smashing Magazine, 2012).
Using typography in a tactful manner, a lot be said about the product even in a
limited space.

Grabs Customer Attention

The Arst objective should be to draw your existing or potential customers from 3
feet away to picking your product up in their hands. If they simply stroll by,
without even noticing your product then you’ve lost your chance! Typography
isn’t the only thing that supports you in this, but it is one of them.
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 (http://www.thedieline.com/blog/2014/4/4/delika-sauces)

Affects Customer Preference

Package design guru Walter Landor, on making design look pleasant, once said,
“the challenge is tremendous of course in a competitive economic system to
make sure that people respond more favorably to this brand, as a result of a
package…” and the way this is done is by making a product “easier for someone
to buy.” By using typography, effectively, you can induence customers to buy the
product, and feel exultant about what they’re getting.

Walter Landor on design, branding, and Landor (1977)

Uplifts Appearance Of Packaging

Visual content takes 95% of the share in attracting buyers via design. It includes
images, color and typography. Fonts when arranged in different ways for varying
purposes, create diverse effects. There is a difference between typography used
to:
:
 • structure information in a paragraph
• create a background texture on packaging
• decorate brand name and product type

(https://www.zilliondesigns.com/blog/wp-content/uploads/image-4-min.png)
Image source (https://s-media-cache-
ak0.pinimg.com/736x/63/f9/51/63f95148e73e1db8966ebdbe026a4be4.jpg)

Creates Hierarchy In Design

Carrie Cousins says “hierarchy gives readers a sense of how to actually read
material from start to Anish with visual cues and dow”. Typography hence
directs customers’ eyes around packaging. This is a clever marketing strategy to
focus customers’ attention on brand name and product type more than the
ingredients and instructions.
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 (https://www.zilliondesigns.com/blog/wp-content/uploads/image-5-min.png)
Image source (http://ecx.images-amazon.com/images/I/81-
Pd2DD92L._SL1500_.jpg)

Hierarchy Of Information In Packaging

As discussed above, “… typographic decisions relate to what are called
hierarchies of information since in any design, some things will need to be read
Arst, with secondary information to follow” (Graphic Design School, Afth edition,
2014). In package design, typography helps in segregating information, creating
emphasis, and deAning visual structure of information. Here are the things you
must know

Primary
This section contains all the information that instantly helps you position a
brand. The name of the brand. It is very evident on chocolate bars, or any
packaging that is small enough to At in the palm of your hand. In such products,
typography pleasantly screams the product name like vendors on streets do for
their products.

Secondary
This includes the type/davor of the product, advertising slogan, the quantity, and
sometimes the calories. You must have noticed that the primary and secondary
text is usually in the façade of the package design. This set of information is all
that’s important, once customers are less than a foot away from your product’s
packaging.

Tertiary
:
 The information in this hierarchal level includes the tiny written material
(customers often ignore unless they are the Anicky types) for which you need to
squint your eye. It includes the instructions, ingredients, cautions, and contact
information.

So how do you (the designer) use typography artistically and scientiAcally in

order to grab customer attention from far away and up-close?

The Correct Typeface For Typography

Typography is incomplete without a suitable font, which helps a package
designer convey intended meanings and emotions; and acquire favorable
actions. This said you must have by now noticed that typography isn’t only the
fancy stuff you see on Pinterest, it’s also about how the text is placed at the
back, down or side of packaging where paragraphs of information is written. So
what is the suitable typeface for typography in packaging?

The Kind Of Customers

To better your typeface selection skills in packaging, you must understand that
there are three kinds of customers:

Those who scrutinize every tiny piece of information on the packaging

before even considering to buy the product.

Those who simply look at the package design, and are inspired enough to
buy it. It’s like love at Arst sight. “I’m one of those designers that ends up
picking the better designed product as opposed to the better one”, Julya
Buhain (UCreative, 2014)

And then those who don’t care about the design or the ingredients. They are
more concerned about what’s inside – the quality, design, usability and
durability of the product itself.

Brand/Product Name
:
 To pop the brand name or the product’s name from the rest of the design
elements in a packaging, a customized font works best instead of using pre-
made templates. Whichever typeface you’re selecting or creating from scratch,
for your branding, make sure it’s big, bold or in capital letters.

(https://www.zilliondesigns.com/blog/wp-content/uploads/image-6-min.png)
Image source (http://www.youthedesigner.com/wp-
content/uploads/2014/06/lovely-package-sunshine-1-870x759.jpg)

The Nitty-Gritties

The tertiary information in packaging is usually presented using simple serif and
sans serif fonts for easier readability. In general a decorative typeface is avoided,
but this depends on the type of product and the target market. However
designers these days are using fancy, funky and use unconventional ways.
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 (https://www.zilliondesigns.com/blog/wp-content/uploads/Image-7-min.png)
Image source (http://1.bp.blogspot.com/-
xIQShCad52Y/VVHQcvuARvI/AAAAAAACF9I/cMdVgd1Dkxg/s1600/ThisCorn_5.jpg)

Factors Affecting Typography In Packaging

The way you use typography in packaging depends on several factors – from
the type of product to the shape of packaging and much more. Before
brainstorming ideas regarding typography in your product packaging design, you
need to know the factors affecting typography.

Product Type

The type of product affects the design of the packaging. The “type” can be
categorized in several ways. It can be a consumer product or a business
product, a luxury brand or a high-street one, a kind of food or even a gadget.

Package Shape/Size

Packaging is available in different styles, shapes and sizes. The type of product
and brand affects the physical attributes of a package. This then has an impact
on the way typography is used by graphic designers.
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 (https://www.zilliondesigns.com/blog/wp-content/uploads/image-8-min.png)

Product Labels

Labels induence the appearance of packaging, and affect the way typography is
used. Labels are tailor-made into customized hues and shapes. For certain
products, such as those that fall under the Food and Drug Administration
categories, need to follow certain guidelines for labeling their products.

Target Market

Target market research is the most vital part of any kind of design. Details about
your customers induence the way you display information via the art and
science of typography. Factors that are useful for package designers, include:

Age – is your customer a child, a youngster, a middle aged person or

someone old?

Gender – are you targeting males, females or both?

Language – does your target audience understand English, French or

Chinese?

Culture – what is the life style of your consumers?

Personal preference – what does your customer like, love, dislike or hate?

Design Imagery

All the other elements of design affect your choice of style, size and
composition of typography in packaging. The placement of logo design,
photographs, diagrams, charts, icons, shapes and doodles etc. induence the way
text is structured.
:
 (https://www.zilliondesigns.com/blog/wp-content/uploads/image-9-min.png)
Image Source: Hemkop popcorn

Typography Technicalities In Packaging

Once all the thinking is done, don’t think that you won’t need to think in this step.
Confused? It’s time to execute your idea. First you make design prototypes using
the trial and error method – coming up with ideas is fairly easy but only those
ones matter that can be materialized. Once a Anal sample is selected by the
client, you get onto the software to Analize the package design and get it ready
for mass production. It’s time to know the essential technical aspects of
typography in packaging.

Quantity

William Beachy, in his article Become a Master Designer: Rule One: Limit your
fonts said, “The best way to accomplish a consistent look to your design is
limiting the number of artistic motifs (themes) that you use. The fonts you
select are the Arst variable you want to limit. I typically like to pick just 2 fonts
per design.” This is in fact a common rule in graphic design, at large.

Personality

Everything around us has a personality, be it a living or a non-living thing. Fonts

have several traits, and when they are put together into a design using the
technique of typography – you can convey messages and create moods. In
packaging, fonts play a major role in attracting both existing and potential
customers towards the product from at least 3 feet away.
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 (https://www.zilliondesigns.com/blog/wp-content/uploads/Image-10-min.png)

Layout

Typography composition depends on the kind of information being conveyed in

packaging. The primary and secondary information usually appears in the front.
All the other written copy goes at the back of consumer product packaging.

Alignment

I am very particular about alignment, are you too? In packaging this principle of
design helps create balance, easy-to-read arrangement, and visual connection of
typography with other elements of design. Alignment in packaging is used to
add emphasis and give structure to information. If we focus on the
brand/product name then there are four common ways to align it: center, top
left, vertical left, tilted to left.

Scale

The scale of typography as a whole, and the size of fonts in it have a huge
impact on design. Primary information is visible if the point size is at least 192

plus point, secondary text should be between 24 and 55 point, and tertiary is
(https://www.zilliondesigns.com/blog/)
usually 8 to 10 point.

These are the foundations of typography in packaging, however to grab

customer attention the science of typography is not enough. You need to stay
up-to-date about visual trends.

Typography Trends In Packaging

Being up-to-the-minute about graphic design trends is crucial. In fact being
aware of the past is also helpful since designers are now using the past and
present to create a fusion of epochs in design. Nonetheless, you should know
:
 these typography trends in packaging.

Creating Backgrounds

Among the countless uses of typography, it is used to not only create illusions of
objects but to do a lot more. With different styles and sizes of fonts you can
create texture on a package design using printing techniques like embossing
and die-cut. You can also simply use typography as a background for packaging.

(https://www.zilliondesigns.com/blog/wp-content/uploads/image-11-min.png)
Image source (https://se.pinterest.com/pin/28780885096915527/)

Framing Typography

Brand names, product types, slogans or other words that need prominence are
enclosed in an open or closed frame. This isn’t the label, in fact a part of 2D
design on the packaging. This is a step further in marketing to focus customers’
eyes right on the information.
:
 (https://www.zilliondesigns.com/blog/wp-content/uploads/Image-12-min.png)
Image source (https://dribbble.com/shots/1754276-Tea-Packaging)

Also explore: Typography Trend Predictions You Ought To Know

(https://www.zilliondesigns.com/blog/infographics/typography-trends-
for-2016/)

Minimalism

DeAning the extent of minimalism in design depends on the graphic designers

and their clients. Some package designs follow the extreme path, while others
use this design trend cautiously.
:
 (https://www.zilliondesigns.com/blog/wp-content/uploads/image-13-min.png)
Image source (https://inspirationfeeed.[les.wordpress.com/2014/04/[ve-
organicz-011.jpg)

Old-Fashioned Style

Graphic designers are using vintage and retro design ideas in their works. The
same trick is being infused in packaging for products like tea, wine, mint toffees,
chewing, polish and beauty creams etc.

(https://www.zilliondesigns.com/blog/wp-content/uploads/Image-14-min.png)
Image source (http://lovelypackage.com/cocktail-kit/)
:
 Note that typography is a single visual aspect of packaging design, so don’t
forget other elements of design like line, color, texture, direction, shape and
value.

(https://www.zilliondesigns.com/blog/wp-content/uploads/image-15-min.png)
Image source (http://www.dezeen.com/2010/12/22/minimalist-effect-in-the-
maximalist-market-by-antrepo/)

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