The Art of Package Design

COLOR, IMAGERY AND TYPOGRAPHY
Then we need to place the marketing copy that calls out special
features or contents that give the product value. This type is
important and is usually read before the box is picked up. So we
make it stand out with use of color, weights and may place it in
a element such as a burst or bubble.
Lower on the scale of importance will be the list of contents,
legal and mandatory type. In many industries, such as food, toys
or electronics there are specific government regulations regarding
size and placement. We will cover that in the chapter on
“Regulations and Legalities”
As you can see there is a lot to consider when placing type on
a package. You can easily get lost in a maze of fonts as you try to
select which type to use. Don’t waste too much time. There are
thousands of fonts but only a few basic groups, serif, sans serif,
cursive, handwriting, etc. Decide which style suits your package
and concentrate on those fonts for your selection. You can customize
type with kerning and line spacing.
And most important, spelling and grammar. When you look
at a package with bad grammar or a spelling mistake, what is
your feeling about that product? We immediately devalue the
product based on our reaction to the packaging. So always check
spelling and use proper grammar. Read the text out loud and
check very carefully for any errors.
Let’s summarize some key points when selecting and designing
the typography for your package.
1. It must be legible from a distance (for the front of the
package).
47