Always optimise your layout to suit the surface that you’re on.
One of the major differences between editorial type layout and packaging typography layout is that in packaging you’re dealing with a three dimensional surface.
Ultimately, this means that you need to optimise the layout in order to suit this curvature.
Have a look at this hair care product which suffers from a couple of issues.
Firstly, is the left ranged typography which causes readability issues on this cylindrical surface from some angles.
Ideally in this instance, type should be centralised so as to maximise accessibility from different viewing angles in store.
Secondly, as I’ve mentioned on posts before, the use of generic typography creates a very stripped back and bland pack that lacks personality, uniqueness and recall.
It’s always advantageous to test these packs out on an in-store mock up before they are released into the wild, in order to capture these issues before you get to print.
Ignore these fundamentals and your pack will disappear into the shelf.
#BrandDesign, #PackagingDesign, #Packaging, #Marketing
