Typography & Package Design

Typography & Package Design Analysis of Major Trends and the Use of Typography in Package Design

Typography & Package Design Analysis of Major Trends and the Use of Typography in Package Design

Christina Minopoli GRDS 734 | Spring 2017 Prof. Patrick Hogan

Table of Contents A Brief History & Trends 07

Minimalist Typography 13

Custom Typography 23

Influence on Purchasing Decisions 31

Works Cited 43

A Brief History & Trends in Package Design

What is package design?

Package design is something that started

rigid packaging and reserved for high-

thousands of years ago and has evolved

end products. Metal, or metal alloys like tin

tremendously since then. Many factors have

and aluminum, are used for packaging and

contributed to the great evolution of package

preserving food, like canned vegetables.

design including the needs of the consumer,

Another really common man-made material

escalating competition in the marketplace,

used in the last 170 years is plastic. Growing

unusual events like war, shifting lifestyles, and

concerns about the environment have

last but not least, inventions and innovations.

prompted more eco-friendly options for

Containers and packaging can be made of

packaging to be developed.

natural materials or more complex, man made

Package design serves some very specific

ones. The major materials used in package design, both past and present, are paper, glass, metals and plastics.

Paper and cardboard packaging can be separated into two main categories, flexible and semi-flexible. Flexible paper packaging refers to paper sacks and plastic bags used to package food and other perishable goods.

Semi-flexible packaging includes cardboard, like that used in cereal boxes that features more structural integrity than it’s flexible counter point. Although paper seems to be the most common, many other materials can be used for packaging.

Glass, metal, and plastics are all used in some form to create a large variety of packaging. Glass packaging, like that used in liquor bottles and perfume, is considered

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purposes, including but not limited to: • Containing products, defining the amount the consumer will purchase • Protecting products from contamination, from environmental damage and from theft • Facilitating transportation and storing of products • Carrying information and colorful designs that make attractive displays Although the future of packaging is unclear, one thing is for sure, the role of the consumer is paramount. One of the major influences in package design is consumer choice, designs will always be developed to meet societal needs.

paper packaging

glass packaging

metal packaging

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Trends in Package Design

Like in any field of design, trends are likely to emerge over time. Some trends are long-lasting, while others are fleeting. Major trends in 2017, include: 1. Minimalism

4. Narrative through Illustration

This trend aims for simple, bold and clear

In recent years, narratives have begun to

design. It is a trend that repeats year after

incorporate illustrations to tell the complete

year that elevates the product. These designs

story. The images are content-rich illustrations

feature the essentials, allowing the product

take the audience to a fantasy world, even if

and it’s information to shine.

just for a brief moment.

2. Custom Lettering

5. Vibrant Colors

This type of hand-done work is favored by

Designers have always favored bright colors

those looking for an organic effect, with

when designing packages, but recently colors

irregular lines and natural textures. Warmth

have been used to differentiate products

and emotional connections are fostered

within the same product line. The use of color

between the consumer and this type of

also reflects studies that show the psychology

packaging.

of color and how people are more likely to

3. Ingenious Die Cuts

remember a color denoting a flavor than the

Traditionally, the product is concealed

text saying it.

by packaging. In 2017 designers are

6. Vintage Inspiration

experimenting with the potential of die cutting

Finally, the constant evolution of vintage

to add visual interest and a look inside the

inspired package design. This design is

package. When used properly, die cuts can be always popular because they evoke a sense meaningful and clever.

of nostalgia.

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Minimalist Typography in Package Design

Minimalist design can be identified by a framework that is simple in nature. Only necessary elements for functionality are included.

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Minimalist Typography

One of 2017’s major trends in package design is minimalism, especially in the selection of typography being used, however it is not a brand new trend.

Minimalism has been around for a long time

There are many benefits of minimalist

and can trace its’ roots back to three main

typography in packaging. First, the package

periods in design history. The De stijl art

will be timeless and the design well never look

movement, the work of Van Der Rohe, and

dated. Secondly, simplicity offers an instant

traditional Japanese design have all strongly

feeling of quality. Lastly, and most importantly

influenced minimalist design and typography.

when the product is being compared to

Each of them feature simple forms, colors,

shelves of competitors, minimalism will stand

clean lines, and plenty of open space. These

out against the rest.

elements are also reflected in the minimalist

To see how effective this type of design

typography being used today.

Most minimalist package designs feature

can be, it is necessary to look at successful examples of minimalist typography.

sans serif fonts because of their clean lines and simple strokes. Whether a bold or thin typeface is being used, it is important that the type is the most dominant element on the package.

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Analysis of Minimalist Typography in Package Design Product Name

Analysis

Shower Beer

This beer bottle is a prime example of the trend of minimalist typography design

Category

in packaging. The design only uses two

Food & Beverage - Beer

typefaces and scale to create an interesting

Material

serif and smaller, simple sans serif create a

Glass bottle

label. The combination of a large, sturdy balanced composition. The leading seems borderline tight, which is quite uncommon in this type of design, but balanced because of the lack of ornament on the bottle. It doesn’t appear that any of the characters have been altered, a common element of minimalist design, allowed the typeface to do all of the heavy lifting.

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Product Name

Analysis

Mehuiza Premium Smoothies, in a variety

The use of one large sans serif and bold

of flavors

colors make this package for the bottled smoothies a great example of minimalist

Category

design. The limited color palettes of each

Food & Beverage - Smoothies

bottle are another hallmark of this style of

Material

create each letter form and contribute to the

Glass bottle

design. Consistent, even strokes are used to impact and eye-catching packaging. Each character appears to be the about the same size making it a good choice for such bold typography. The thinner sans serif used in the secondary typography offers nice balance to the design. Vibrant colors and chunky typography contribute to the fun, youthful feeling of the design.

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Product Name

Analysis

Vocation Brewery Beers

This package uses a simple, geometric sans serif typeface for both the logo and the name

Category

of each beer. Although the consistency in

Food & Beverage - Beer

line weight and type weight could be seen

Material

interest to the package. This package fits

Aluminum Can

as boring, the use of the color adds visual squarely into the minimalist category because of the choice of a singular typeface, with the exception of “Unfiltered� being italicized on the Dirty Pilsner can. The clean lines and vibrant colors are reminiscent of urban murals and other designs of that nature.

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Product Name

Analysis

Kit & Kin Nappies

Although illustration is heavily featured on this packaging, the simple sans serif used

Category

for the logotype and all of the supporting

Diapers

copy make this package a good example

Material

the ampersand in the logo had a nice level

Plastic/Paper

of minimalist design. The customization of of visual interest and a good vocal point.

The large logo also balances the use of the colorful illustrations on each package. The use of simple elements, like the sun denoting size and green bar with pack count, add clear hierarchy to the package.

The typeface being used is a geometric sans serif that is wider than it is tall and features a very even stroke. It also appears that it is tracked out, evoked a welcoming and friendly feeling.

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Product Name

Analysis

Ononmie A.C.E. Illuminating Eye Treatment

Both the exterior packaging and actual

and Bright Concealing Elixir

container of the beauty products exhibit many hallmarks of minimalist typography. Some

Category

of the hallmarks include, the combination

Beauty - Skincare

of two typefaces, a sans serif and a serif,

Material

negative space. The use of black type on

Cardboard box/Plastic tubes

the use of simple rules, and embracing of a single colored package/tube without any real ornamentation allow for the product information to really shine.

The serif being used for the logotype appears to have been manipulated slightly, either the ‘O’ was shrunk or the x-height of the other characters was heightened to create a smaller difference between lowercase and capital letters. The combination of typefaces gives the product a clinical and trustworthy vibe, an important factor in high-end purchases like this.

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Custom Typography in Package Design

According to Merriam-Webster, typography is the style, arrangement, or appearance of typeset matter.

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Custom Typography

In recent years there has been a great resurgence in the use of hand, or custom, lettering in all areas of design, but none so plentiful as in package design.

From it’s inception, typography was a

What makes hand lettering so well-suited

hand-written form of communicating with

for package design is the innate flexibility

others. In later years, and with the invention

and adaptability. Packages aren’t always

of letterpress machines and digital medium,

simple squares, and handwritten type can

hand lettering became a novelty. It became

easily fill awkward spaces. It also has an

something that was only done for very

(almost) universal appeal because of the

specific and unique reasons. Today, we are

whimsy and elegance it can bring to a piece.

experiencing the return of hand-lettering and it Even an untrained eye can see the beauty can be seen on all types of package designs.

and complexity of custom typography on

It is being used to create entire background

a package. Each letter is carefully drawn,

textures and to reflect the package design

as opposed to arranged, making each one

of yesteryear. This type of lettering is

special and unique.

characterized by fluid, organic forms that are

The use of this style of typography in package

vastly different from the geometric, structured

design can be seen across grocery, pharmacy

forms used in minimalist typography.

and other shelves and have been seeing an up tick in popularity. It is important to remember the themes of minimalist design when looking at the work to realize how truly far apart then are.

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Analysis of Custom Typography in Package Design Product Name

Analysis

Goji Chocolate Treat

It is clear that the packaging for this chocolate was created using a combination of hand-

Category

lettering and existing typefaces, making it

Food & Beverage - Candy

a prime example of this specific trend in

Material

typefaces, used in words like “Antioxidant

Cardboard box

package design. There are two mechanical Rich” at the top and “Handmade” in the middle, but the rest appears to be done by hand. The variety of line weight and inconsistency of characters are key markers in hand done typography. The changes in scale and use of diagonal lines show the fluidity and adaptability of custom typography.

The use of size and color give the packaging hierarchy and the choice to use handwritten typography speaks to natural, organic product.

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Product Name

Analysis

ach Almond and Pollen Vegan Chocolate

The use of handwritten typography on this package almost creates an illustration. The

Category

use of ornaments, lines and a heavy script

Food & Beverage - Candy

font all create a cohesive image, almost

Material

bar. Although the end result looks digitally

Paper wrapper

like a painting on the outside of the candy rendered and output with a machine, this is still a good example of custom typography.

Seeing all of these elements combined however does take away from what the package is actually selling. It does say “chocolate” at the very top of the package, but the visual hierarchy draws my eye to the words “Almond” and “Pollen” slightly confusing me as a consumer.

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Product Name

Analysis

Furnace Hot Chilli Sauce in three flavors

Although there are similarities amongst the

(Extra, Ignite, and Inferno)

repeated letter forms (furnace at the top below the logo), it is still evident that the typeface

Category

being used was meant to mimic someone’s

Food & Beverage - Candy

hand. The simple white packaging with

Material

minimalism, the font choice places it squarely

Cardboard box with sticker

bright, colorful type may be reminiscent of in the handmade category.

The visual hierarchy created with the word “HOT� being the largest on the package gives a clear hint that what is packaged inside the seemingly innocent box is fiery sauce. The slight variations in letters suggests that an existing typeface that was modified to serve the needs of the consumer.

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Product Name

Analysis

Espresso Beans from Bones

The typography used on this coffee packaging

Coffee Company

is a premier example of custom typography.

With illustration and ornaments filling the front

Category

of the package, the typography seems to fit

Food & Beverage - Coffee

right into the empty crevices. Combining a

Material

almost painterly look. The characters in

Paper

script and sans serif creates an illustrative, “BONES” at the top of the package have been manipulated to fit into the circle with the image of a skeleton drinking coffee. The irregularity in the line weight of “Coffee Company” under the circle and other secondary typography add to the overall personality of the coffee packaging. The script font being used offers a fun and inviting look to the design.

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Product Name

Analysis

Phin & Phebes Ginger Cookie Snap

Each element in this design looks like it was

Ice Cream

drawn on to the carton. The handmade quality of the typography, irregular strokes, and the

Category

fact that no two characters look alike are key

Food & Beverage - Ice Cream

indicators of hand lettering. The mixture of

Material

(flavor), and script (product descriptor) all

Cardboard carton

a slab serif (logotype), a bubbly sans serif create an inviting, homemade, and organic feeling. The lack of straight lines gives the carton a friendly, approachable feeling.

Elements like the outline and star burst add visual interest to the package.

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The Influence of Typography on Purchasing Decisions

Shopping Trends in 2017

Typography is an important aspect of package design, but it is important to consider trends in shopping and how consumers view packages.

According to research done in the Journal

uniqueness, personalization, brand-centric

of Marketing by Ulrich R. Orth, package

extensions, and social connection.

design can greatly influence a consumers

Purpose refers to the number of products

decision to purchase a product. The study divided package designs into five main categories or types: massive, contrasting, natural, delicate, and nondescript. Each of these categories have corresponding typographic styles, for example delicate packaging will likely include a thin serif like the beauty products analyzing earlier.

on shelves that are sold for the social good and not just a marketing ploy. Peace speaks to the desire of less is better and minimizing clutter in the consumer’s life. Consumercentric packaging refers to packages that puts the consumer at the forefront and creates designs that listen and learn from the people buying their products. By creating

Trends in package design are directly affected more entertaining and engaging experiences, by shifts in consumer taste, how consumers

consumers are beginning to expect this type

shop, and what they are truly shopping for.

of experience in every interaction. Uniqueness

Designers are attempting to speak the visual

and personalization go hand in hand when

language that connects with consumers more

relating to package design and help to create

and more every day.

exclusivity and intimacy with the brands they

Many trends have emerged in recent times,

are buying. Brand-centric extensions refers

but they all connect to a larger theme, shopping for answers. Consumers are beginning to understand that brands offer more than just products and have higher expectations of products and their packaging.

Major shopping trends include purpose, peace, consumer-centric, experience,

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to the importance of branding and the trust that consumers build with them over periods of time. Lastly, social connection speaks to the large community that is created when consumers follow, listen to, and talk to brands instead of just look at them from a distance like before.

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When designing effective package design it is important to remember your goals are to sell the product, know your target audience, let the product inspire you, keep practicality in mind and always leverage a strong brand.

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What Makes Packaging Effective

There are many factors to consider when

Minimalist design is appropriate and effective

designing packaging. Things to consider

when designing for products that want to

include knowing your target audience,

communicate with a more sophisticated

creating a design that inspires, always

audience that doesn’t need gimmicks to buy

designing for practical usage, leveraging a

products. Custom typography on the other

strong brand presence, and above all selling

hand has an inherent flash factor that caters to

the product. Typography is integral in helping

a less picky customer that will buy the product

to accomplish these goals. Although this

that looks like the most fun. After examining a

piece explores two very specific trends in

range of products and the typography used on

typography design in packaging, minimalist

the packaging it becomes clear that context

and custom/hand done, it is evident that each

and audience are key in making informed

of the above considerations were made when

typographic decisions.

these examples were designed. However,

Although it would be easy to say which an

depending on the context and product being sold, it is obvious that one approach is more effective than the other.

individual finds more effective, that would be wrong to do. Typography design in packaging, like in all other areas of design, is subjective.

It is difficult to appeal to everyone’s taste, but minimalist and custom typography designs reach a wide breadth of people and are effective in a range of situations.

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Works Referenced

Berger, Kenneth R. “A Brief History of Packaging.” University of Florida IFAS Extension.

Gibbs, Andrew. “13 Emerging Package Design Consumer Shopping Trends of 2017.”

The Dieline | Packaging & Branding Design & Innovation News. N.p., 31 Jan. 2017. Web.

25 May 2017.

Johnson, Joshua. “‘Effective Package Design Does More Than Look Good on the Shelf”,

Design Shack. 23 March 2011. designshack.net/articles/graphics/effective-package-

design-does-more-than-look-good-on-the-shelf/. Accessed 22 May 2017.

Lupus, Martis. “9 inspirational packaging design trends for 2017.” 99designs Blog. 99designs, 06

Dec. 2016. Web. 25 May 2017.

Ulrich R. Orth, Keven Malkewitz (2008) Holistic Package Design and Consumer Brand

Impressions. Journal of Marketing: May 2008, Vol. 72, No. 3, pp. 64-81.

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© CHRISTINA MINOPOLI 2017