It’s not always what you say, but how you say it.
If you’re trying to evoke ‘clarity’, and ‘soothing’ with your brand naming, your choice of letterform on the logotype should also support that.
Have a look at this example from Buttercup cough syrup.
A letterform has been created that works against the main benefit of the brand and product.
The logotype looks very oily and ‘bunged-up’. Additionally, the choice of font for this has meant much of the letterform fills in so you can’t see it clearly from a distance.
This ‘bunged-up’ reduction of legibility and clarity will ultimately hint towards the overall efficacy of the product.
Every component on your pack should help support what you’re trying to say and leverage the consumer benefit you’re trying to meet.
#Packaging, #Marketing, #Branding, #Design
