The typography of packaging is almost always geared to selling, and nuances of color and treatment subtly encourage the consumer to buy one package over another.

Shelf Appeal

The design of packaging brings the two extremes of typography's dual nature into sharp focus. In this context, typography must fulfill its utilitarian function, indicating the contents of a package and informing a buyer about ingredients, proper uses and so on. But "shelf appeal" is also of paramount importance. The typography of packaging is almost always geared o selling, and nuances of color and treatment subtly encourage the consumer to buy one package over another. Even considering the necessity of difference, the design of packaging follows conventions within its particular domain - cosmetics vs. wine and spirits vs. athletic gear and so on. The shape of the package plays a role, governed by production and, in turn, governing potential treatments.

Packaging clearly bears the visual stamp of its surrounding culture. European food packages seem relatively reserved, both in their typography and imagery. In comparison, American packaging is glitzy, with extravagant type treatments and almost frenetic layouts while Asian packaging alternates between the serene and the wildly expressive. Below are a sampling of examples of creative packaging from designers around the world.

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