{"id":14341,"date":"2016-02-24T13:00:30","date_gmt":"2016-02-24T13:00:30","guid":{"rendered":"https:\/\/www.zilliondesigns.com\/blog\/?p=14341"},"modified":"2026-04-10T12:26:30","modified_gmt":"2026-04-10T12:26:30","slug":"science-of-typography-in-packaging","status":"publish","type":"post","link":"https:\/\/www.zilliondesigns.com\/blog\/science-of-typography-in-packaging\/","title":{"rendered":"The Science of Typography in Packaging to Grab Customer Attention"},"content":{"rendered":"

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 define and refine your product package design.<\/p>\n

In graphic design, where your branding stationery and marketing material has to reach people around the world \u2013 with the correct meaning attached \u2013 you need words. These need to be beautified using the art and science of typography.<\/p>\n

In Getting it Right with Type: The Dos and Don\u2019ts of Typography<\/i> (2006), it is written that \u201c\u2026typography is first and foremost about the communication of information.\u201d It is a versatile design element because not only does it help in conveying a message, but also makes words attractive.<\/p>\n

Hence, I will focus on how to strategically and aesthetically work with typography in packaging, in a way that it boosts your brand\u2019s recognition, preference; and improves your return on investment. Tim Berry of Palo Alto Software, in his article Packaging and Labeling Your Products<\/i> suggests that \u201cwell-designed packages offer a promotional tool and convenience value to the user.\u201d<\/p>\n

So let\u2019s begin!<\/p>\n

The Purpose of Typography<\/h2>\n

In Packaging Design: Successful Product Branding From Concept to Shelf<\/i>, it is explained that \u201ctypography 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 \u2013 all in a short amount of time\u2026\u201d<\/p>\n

You can very well wrap your product in a sachet, stand-up pouch, shrink bundling, clamshell, sealed tray, boxes, and bottles etc. \u2013 but if the information on it is placed synonymous to a long and dreary Microsoft Word document \u2013 then God help you. So what is the purpose of typography in packaging?<\/p>\n

Aids In Positioning Your Brand<\/h3>\n

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<\/a> tells people the kind of brand you are.<\/p>\n

Helps Differentiate Your Brand<\/h3>\n

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.<\/p>\n

This packaging is surely different.<\/p>\n

\"Image-1-min\"<\/a><\/center><\/p>\n

So is this one.<\/p>\n

<\/a>\"image-2-min\"<\/a><\/center><\/p>\n

Defines Your Product Better<\/h3>\n

Carolyn Knight and Jessica Glaser, researchers from the University of Wolverhampton, UK say that \u201cvisual elements of typography speak louder than words\u201d. Nevertheless, you must note that visual language is only significant when \u201ccreated by carefully selected typography\u201d (Smashing Magazine, 2012). Using typography in a tactful manner, a lot be said about the product even in a limited space.<\/p>\n

Grabs Customer Attention<\/h3>\n

The first 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\u2019ve lost your chance! Typography isn\u2019t the only thing that supports you in this, but it is one of them.<\/p>\n

\"image-3-min\"<\/a><\/center><\/p>\n

Affects Customer Preference<\/h3>\n

Package design guru Walter Landor, on making design look pleasant, once said, \u201cthe 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\u2026\u201d and the way this is done is by making a product \u201ceasier for someone to buy.\u201d By using typography, effectively, you can influence customers to buy the product, and feel exultant about what they\u2019re getting.
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