Today, customers spend more time standing in the aisles trying to choose the right product in rows of too many options. Often during this overwhelming experience, consumer decisions come down to the packaging design of the product. Typography, like colors and imagery, are essential assets to any brand and its packaging. However, it’s a bit more complex than just choosing a font and sticking it under a logo.
Here are some typography tips to ensure your brand stands out and communicates its message efficiently:
1.Know Your Audience
Learn and understand who your target audience is. Consumers naturally have an emotional experience when glancing at a font style or color before they even read and process the message. Using appropriate type is key. For example, the playful font used for a child’s toy wouldn’t be used for a sophisticated wine label.
2.Hierarchy of Content
Typographic hierarchy will help create clear visual structure of information. This technique will guide consumers through the contents of the packaging based on level of importance (think about a newspaper: 1. Heading, 2. Subheading, 3. Text). You can establish hierarchy through type by contrasting the information in size, weight, color, position and/or font variations.
3.Less is More
Custom Packaging that is easy on the eyes is always more appealing. Customers generally won’t even look at a product if the packaging is cluttered with too much text or too many variations in type. Try to limit the content to the most important information and stick to one to two fonts.
Similar to color and imagery, typography is an important element when designing product packaging. When executed with thought and effort, typography can help engage a company’s audience and be a strong influence in the process of consumers choosing specific products over others.