4 Typography Tips For Creating Product Packaging

It’s interesting to see how companies are designing their product packaging. There seem to be so many ways it can be done, with so many variations, that you can’t simply just copy one and use it on your product.

There must be some kind of secret behind designing the perfect product packaging, right? Well, of course, designing the so-called decline is an art and science in and itself. But, fear not, we have compiled some useful tips that you can implement when designing your own product packaging.

First Thing First

Before we begin to dive into the tips, let’s review on what is the basic function of packaging. It is very important to understand something before we embark on a design journey.

A packaging serves at least five basic functions:

• Protection – To protect the product inside the packaging. For example, if you ship apples without packaging, many of them will bruise. Proper packaging can even slow down spoilage.
• Containment – To contain the product in one place. Again, apples shipped without packaging will just roll around, and you cannot create specific batches, for example, a pack of 12 apples.
• Information – To convey important information. For example, this could be handling information, i.e. handling with care or storing in a cool dry place, or this could also be information for consumers such as the specific type of apple contained in the box.
• Utility – To assist in the use of the product. Examples of this function are the packaging of shampoo, where the bottle is important in the utility of the product. Another example is the soda can, where the consumer can actually use the soda can to drink the product from.
• Promotion – To promote the product. This is perhaps the primary function we are going to talk about, as always promoting and marketing a product takes a lot of care and effort and how you present the product through its packaging helps.

With such a variety of functions, no wonder the design and creation of packaging have to turn into a skill of its own.

The Function of Typography

Let’s take a look at how typography can be utilized in your design by understanding the many functions of typography.

• Brand Positioning – Depending on your product, you should have a very clear positioning. Typography can help you express this, the font you used, and how you compose it on the design. And remember that the words actually matter, so copywriting is really important too.
• Brand Differentiation – Typography helps to differentiate one brand from another. The choice of composition, placement, and words used can set your brand apart from competitors.
• Attention – A good typography can grab the customer’s attention, paired with the right word, which could mean the difference between purchases.
• Preference – The typography can assert the customer’s choice, the right typography working together with other elements will help the customer makes their choice.
• Hierarchy – The typographical choice you make will determine the hierarchy of the text. The design will help guide the customer’s eyes to the most important thing first.

Next, we will look into several tips that will help you in creating a good packaging design through typography. With that in mind, let’s dive in.

Tips #1: Know Your Fonts

Since we will be talking about typography, you should probably want to brush up on your knowledge of fonts. Remember the difference between a font and a typeface? If you want to take a refresher you can always check out our previous post on that.

You should know what fonts were used in creating your logo if any. And if your product already has some other fonts used.

Tips #2: Match Your Typeface with Intention

Remember that your choice of typeface can determine your style and impress your customer. The typeface you use should align with your brand, its mission, and how you would like to be perceived.

Even more so, nowadays people would shop online, and lots of time their first impression when they get your product is the box packaging it came in.

So, remember your typeface and the image it conveys.

• Serif – These are for formal, classic, or serious feelings.
• Sans Serif – A more approachable, informal style.
• Decorative – These have distinct characteristics that may suit your brand.
• Script – A more personal touch can be felt in this handwriting style.

Tips #3: Font Size Matters

You know what they say, size does matter. You should take care and don’t let your font be dominated by other elements of your packaging, such as shapes, images, or colors. But you also don’t want the font to be getting all the attention. Find the right balance.

So the important thing here is to know the hierarchy of your elements and the hierarchy of your words. Your brand name could be the biggest and boldest, while your social media account name should be smaller but still in a legible way.

Tips #4: Color your Words

Next up, you must be wary of the color. Yes, some packaging only uses a single color, but you still have to understand how that will look on the actual surface not just on the screen. So make sure to have a prototype from the printing or packaging company and a proof print.

Even just black, you could have so many possibilities. Not to mention if you are assigning your design on brown cardboard which could have very different shades of brown depending on the manufacturer and the source of the material used.

Use color wisely and in alignment with your brand. Sometimes, a packaging only needs to show one or two colors and let the rest be communicated through the product itself.

Tips #5: Be Bold, Not Generic

You need your packaging to stand out, be it on a shelf in a supermarket or on an online marketplace. Both of that environments have a very crowded feel visually, your customer is constantly bombarded with a visual cue, from discounts to prices.

So, it might be a good idea to steer clear of standard or generic fonts. If it’s something the customer is already expecting, you can bet they won’t pay much attention or take a second look. So don’t blend in.

You should try to find a font that could be defining your brand, almost like a logo. Something unique that really speaks to them. Something that will help them see your product from a distance, and recognize it immediately.

Yes, this is not an easy task, especially if you are using standard and generic fonts. So please go on an adventure and find the perfect fonts, because it is out there if you are willing to look for them.

And remember, always be aware of the license of the fonts you are using. If you haven’t already, do read our post on understanding font licenses. This might give you a clue on how to use the right font and be safe.

If you really want to and have the necessary resources to do it — meaning you have the cash to spend— you can probably get a unique font by hiring a font designer or illustrator. They could help you create a unique font that is specifically tailored to your needs. But, as you might imagine, this is not cheap.

Conclusion

In conclusion, it’s important to understand fonts and typography so you can work with them to convey your messages effectively. In this post, we have covered some basics about choosing typefaces, but there are so many other things you need to know and understand. Always be ready to respond to the market and competitors and refresh your design every so often. Fonts and typography can help your packaging, but it is only a part of your marketing and merchandising strategy, be aware of the rest of it.

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