Text and Typography:
In packaging design, typography is the primary medium for the communication of the product’s name, function, and facts to a broad consumer audience. The typographic section, layout and treatment of the words and letterforms effect how the type is read. Ultimately the typography on packaging design becomes one of the most significant elements of the visual expression of the product.
Categories of Type:
A basic understanding of typestyle categories and their design attributes can facilitate the selection process.
Typography and Kerning:
Kerning is the adjustment of space between letters of a word to make them appear visually unified. The space between each letter should be adjusted to make the overall word have a more cohesive and visually appearing appearance. Typographic Principles for Packaging Design:
Typography for packaging design must be -
• Readable and legible from a few feet away,
• Designed to scale and shape of the three dimensional structure,
• Understandable by diverse audience,
• Credible and informative in the communication of product information.
• Principle 1: Define the typographic personality
• Principle 2: Limit Typefaces
• Principle 3: Create Typographic Hierarchy
• Principle 4: Define the typographic positioning
• Principle 5: Define font alignment
• Principle 6: Vary typographic scale
• Principle 7: Choose to contrast
• Principle 8: Experiment with type
• Principle 9: Stack characters carefully
• Principle 10: Make it ownable
• Principle 11: Be consistent
• Principle 12: Refinement for typographic excellence
For details about principles you can check:
Package Design Principles in Design Considerations for Packaging Design.
Key points about Typography:
• There are no straight forward answers to typographic design problems; it takes extensive experimentation to get the few appropriate and successful solution.
• Time is money: do not waste time looking through hundreds of typefaces. Find a few fonts that meet the design criteria.
• Take a typeface and tweak it to meet the packaging design criteria and create a unique, ownable, and exclusive brand identity.
• X-heights can be sized to create greater contrast.
• Kerning should always be examined: the computer does not have the eye to make the space between letterforms perfect; this is the job of the designer.
• Proper spelling and the grammar is critical to communicate: use spell check, read copy silently and aloud and look at every word for errors.