Package design: Four things to think about when choosing a typeface

Most people don't really notice the style of lettering, or “typeface” used on a package - not consciously anyway. However, deep in a typical consumer's unconscious this critical design choice carries tremendous weight. It can be one of the biggest factors in determining the success or failure of your package design.

In the world of packaging, the specific use of words - called “copy” in marketing and design lingo - is typically the last thing considered by a consumer behind shape, colour, and imagery. Often times this is because products have too much copy and overwhelm the viewer. However, mostly it's because consumers are inundated with choices and desire the quickest and easiest way of determining a product's value.

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