Brands are in a sense virtual, helping to make products real. Products will always be more important than brands as they fill the latter with real substance. However, what we buy is more often a brand than a product as the brand has a superior emotional content. We buy Nescafé rather than freezedried soluble coffee and Red Bull rather than an energy drink.
After breakfast cereal packaging it is no doubt the pizza category of products that offer most creativity (colour, layout, concept) in a supermarket. If the big selling pizza brands for obvious reasons amplify the appetite appeal there are still quite a number of secondary brands which offer highly interesting design solutions.
Looking at package design from a graphical point-of-view in general and from a typographical (i.e. lettering) point-of-view in particular the question no doubt arises of whether typography communicates or whether it is just letters put together. To answer this question let us look at the 10 ways letters can be ‘put together’ and what they [...]