When it comes to consumer decision, the font — or typeface — used on the product’s label exerts surprising influence. It can communicate a lot about the type of product in the packaging, as well as its profile, and price point. The font can be as much a part of the personality of the product as the color of the packaging and logo. But it is not always so straightforward as choosing a clean, easy to read font and hoping for the best.
Many products choose the most ‘readable’ fonts for their labels. Fonts like Helvetica, which is used by so many brands, from North Face to Nestle to Panasonic. It is known as the most readable font, though by the same tolkien, the one with the least personality. It is used effectively when modified with appropriate colors in a logo that companies want to be immediately recognizable.
However, clean readable fonts are not always the way to go. A recent study showed that a hard to read font can be just as effective. That may seem counterintuitive, but the study showed that consumers may take the time to read what is printed on the label, meaning they engage with the product more, offering a greater possibility of purchase. Hard to read fonts, like Bradley, for instance, also allow for a more in-depth processing of the information on the label. Interestingly, this behavior goes against consumers’ stated preferences. Sometimes they act in a way that is different than they themselves expect.
Of course, we at All In Packaging are here to help you navigate the important decisions when it comes to labels and label design. In addition to our quality containers, from jars to cardboard boxes to cosmetics pouches, we offer label design and label printing. We are happy to give you access to professional designers who will consult with you about your specific needs, and then undertake the design and printing, using the most up-to-date methods.
Questions about label design, printing, or pricing? Just stop by All In Packaging and give us a call, or shoot us an email. Representatives will be happy to respond.