Typographic Hierarchy - Back Label

How can the use of type styles (bold, regular, italic, caps, etc.), size variation, orientation, and arrangement effect the look and feel of the packaging graphics?

By using different type styles a designer is able to lead the viewer to the key items and organize the information by creating a framework on the label and therefore establishing typographic hierarchy. In this wine bottle sample you see the bold, san serif, all capitol font really pops and draws the eye first on the white label. The word “Chardonnay” is the second thing you see as it is a larger font and quite bold. The smaller thinner fonts are still seen, but it is more of a sublet element. The type styles aid in creating personality and a voice for the product.


Packaging Design Successful Product Branding from Concept to Shelf Chapter 5