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8. Onomatopoeia: A brand can express itself in an onomatopoeic manner and those who match the letters with the word are the best. Since many years the favourite among Swedes is the “mums-mums”, a light foamy chocolate with a typography that has been well used for this type of product.

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4. Brand identity (Letter): It’s good to own a word (e.g. Absolut), but to own a letter is extremely better. Kelloggs is one of the examples, having a success story with its low-cal cereal “Special K”. My favorite is, the Norwegian Brewery Hansa who uses the letter “H” in a very powerful manner.

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In packaging design, there is always a question of whether typography communicates or whether it is just letters placed together. Here are 10 types of using letters and typography style to communicate:

1. Quality: This is when the letters express their product quality, be it low (Migros Budget), high (calligraphy Grand Cru) or another style. For products such as wine, spirits or chocolate there many more examples.

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The more colors you use for your packaging colors, the less serious the product – a simple combination of two colors can look more elegant and classy, depending on the type of decoration of course.

White Packaging: it is safe, basic, unadventurous and conservative, but a good choice where you want to create the impression of cleanliness, purity, efficiency or simplicity.

Black Packaging: Black is the color of power, authority and control. It makes products appear heavier and more expensive and transmits a higher perceived value. Black adds a degree of mystery and intimidation on one hand and elegance and class on the other.

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1- Take advantage of early ideas: You can draft some initial ideas to get a whole visual of your product in the end. Compare your rough draft to some of the competitors’ packaging to identify the current trend.

2- Think of “Less is more”: Make sure the packaging performs what is necessary, nothing more. Custom packaging can be expensive and if it serves no purpose, a waste of marketing budget.

3- Know your audience: Knowing the target market for your product, including identifying their expectations for it. Investigating the end users will help determine the most effective and eye-catching packaging.

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