Type Analysis

Type surrounds us everyday and everywhere.  But how often do I consciously observe and analyze it?  Almost never.  So when looking for examples of type in design I started in my kitchen.  A place where I go everyday, and where type is constantly present, but I've never bothered to think more about the type than the fact that is designates which cereal box I'm grabbing.

The first object that caught my eye was a jar of peanut butter.  "Smucker's" arched across the top of the label in a type that's enclosed in a border shaping it like an old-fashioned wooden store sign.  That idea blends well with the rest of the jar and label, which is meant to remind you of jars homemade jams would come in.  NATURAL is the largest font on the label, separating it from the other smaller words on the label that surround it.

The size and elegant font of NATURAL grabs the reader's attention at first glance.  The change in type size and font style tells the viewer that something is special about this jar, as opposed to others on the store shelf, because this jar is natural.  Small type on the rest of the label tells the reader that that information is insignificant because it is all thin small type that bends together the list of nutritional facts and ingredients.   The reader's attention is grabbed again at the ingredients list when PEANUTS is boldfaced contrasting all the other ingredients listed.  This signifies importance again; telling the reader is is something worth noting.  The small variations in type size and style clearly demonstrate what the viewer is supposed to look at and what their eyes should avoid.