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