12. April 2022
Following on from the previous post on color selection and composition, this time we will focus on typography.
We review the importance of typography and the requirements for labeling primary packaging and highlight selected styles that you can use in your design.
Typography is a world of its own and an area that is rapidly evolving. There are more fonts coming out every year, gg with the over 500,000 already existing fonts it can be tremendously difficult to choose a suitable one, and there is a reason for that.
Because the style is just as big a factor as the other parts of the visual design process. Like colours, typography can help create an eye catching and a relationship with the consumer.
As with so many other things, typography with its expression can communicate different meanings, and at least one thing we can establish: Typography must always be part of a cosmetic packaging, no matter what style or genre you move into
There are a number of vital parameters that must be included in a packaging design. It is necessary not only to provide information about the list of ingredients, the country of origin, etc., but also to advise the consumer on the correct use of the product.
Here are the requirements for labeling packaging:
1. COMPANY NAME AND ADDRESS
The responsible person must be indicated on the label or packaging.
It may be abbreviated, but it must be informative enough to send a letter to the abbreviated address.
A URL does not apply. In addition, if the product is imported from a non-EU country, the country of origin must be indicated.
2. THE NOMINAL CONTENT IN WEIGHT AND VOLUME
Must be clearly stated. Products containing less than 5 grams or 5 milliliters are excluded. If the product is sold as several pieces, e.g. as wet wipes, it is acceptable to write quantity instead of weight and volume.
3. MINIMUM SHELF LIFE DATE
Means the date until which the product, if stored appropriately, retains its effectiveness and is safe to use. It can appear as text, but also in the form of:
If a special storage is required, this must be indicated (dark, cool, etc.). The minimum shelf life date is not mandatory for products that can last more than 30 months.
In the case of these products, on the other hand, there must be an indication of how many months the product can last after opening.
4. SPECIAL PRECAUTIONS
This is also called safety regulations. Instructions for use must be provided here in the case of a product which requires guidance to be used correctly by the end user. An example of this is hair color.
The rules for the individual ingredients can be found in EU database of cosmetic ingredients. However, the Environmental Protection Agency recommends always double-checking with the Cosmetics Ordinance fiche.
5. MANUFACTURING SERIES NUMBER
or reference indication (batch number) must be provided so that the date and place of production can be identified.
6th. FUNCTION OF THE PRODUCT
Unless clearly stated in the overall presentation of the product. Non-Danish words that are integrated into the Danish language do not need to be translated as, for example, shampoo, eyeliner, etc.
7th. THE CONTENT DECLARATION
Discloses all contents and ingredients of the product, is listed in a sequence of decreasing weight at the time they are added to the product. The list must be marked with the term “Ingredients”.
The content declaration includes a designation called INCI — International Nomenclature of Cosmetic Ingredients. They are joint international lists of ingredients used in a cosmetic product.
This means that regardless of the origin of the product, all chemical ingredients will be listed with the same terms. For example, water will be designated as AQUA regardless of country and language.
It provides the consumer with an easy and quick overview of content. The INCI list consists of 8,000 different names of chemical substances and plant ingredients that can be used in cosmetics, and the list continues to be updated every 1-2 years.
Nominal content and weight, minimum shelf life date, special precautions and function of the product must all be formulated in Danish. All other text does not need to be translated.
Once you have ensured that all requirements are included as part of your packaging design, there is more or less free rein in the choice of typography — both in terms of logo, message and content etc.
The reason serif is often easier to decipher in printed writing is that it typically has a density of 1000 dots per inch (DPI), whereas computer monitors have a density of 100-300 DPI. https://dreamteam840.webnode.dk/l/a1/
We will give 5 examples of popular fonts that could elevate your packaging design
Didot
The most popular version of the Didot family was developed between 1784-1811 and is named after a French family of printers.
The typography has in the past often been used in magazines or for headlines in need of a feminine expression. The serifs in the letters offset the boxy, hard expression and punctuate the texts with a stylish, luxurious design.
Old English
This typeface has distinct characteristics dating back to the Middle Ages, but the type especially reached its peak in 2019-2020, when the typeface was used on everything from jewelry, prints in the retail industry to tattoos.
What characterizes this type are the varying very thick or very thin stems. This creates a dynamic with a masculine basis, but simple expression — with small, fine, feminine subtleties.
Despite its peak in years past, the typeface has not yet lost its popularity, and it is a type we will continue to see incorporated into graphic elements in packaging design, etc.
Isabel
Developed in 2016, the current Isabel is originally focused on reaching teenagers. While the font is easy to read, it is also elegant and can be useful in subject and text books.
The combination of the traditional letters that one learns early in school age and the editorial we read on a daily basis creates a cheerful and child-friendly font with aspects from the conservative/conventional.
It is therefore a typeface that is especially now popular in connection with the printing of textbooks or other subject texts.
Simplify
This font is for those minimalist genres that want a simple expression and easy-to-read texts.
Developed by a typographic designer from Luxembourg, this sans-serif font is widely used due to its neutral style — so the style is very suitable for headings, body texts, logos and labeling requirements, etc.
Against the backdrop of societal upheavals and the chaos we have undergone in recent years, a more stable and harmonious expression is needed in the future. Therefore, this font is ideal when consumers will look towards simple, manageable visual solutions in the future.
Typewriter
There are already a sea of Typewriter versions and despite the fact that the typeface was originally derived from a defunct technology, there is still something special about the persistent font.
The imperfection of the font is precisely the charm of the font, and the shortcomings of the font make it ideal for grainy textures and materials - or products with an older, historical expression.
The writing will continue to be developed for the new digital age and packaging designers today will apply the typography to a vintage, retro style.
Once the typography considerations have been completed and implemented, it is time to think about whether elements such as the logo, payoff and duty text should be designed as labels or printed directly on the packaging.
In the next post in the ABC of Packaging series, we will discuss the implementation of the visual identity for packaging and what the choice of label or print means for the packaging.
Further we will explain what secondary packaging is and how you can advantageously apply it to brand your product. You can also contact us through our contact form.
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