{"id":237185,"date":"2026-07-01T15:05:30","date_gmt":"2026-07-01T13:05:30","guid":{"rendered":"https:\/\/www.packagingpremiere.it\/?p=237185"},"modified":"2026-07-01T15:05:30","modified_gmt":"2026-07-01T13:05:30","slug":"typography-shapes-packaging","status":"publish","type":"post","link":"https:\/\/www.packagingpremiere.it\/en\/uncategorized\/typography-shapes-packaging\/","title":{"rendered":"Typography shapes packaging"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"237185\" class=\"elementor elementor-237185 elementor-237184\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-35694cc elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"35694cc\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-custom\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8c7069f\" data-id=\"8c7069f\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-61b907b elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"61b907b\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Typography shapes packaging<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9b04e1b elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"9b04e1b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b9d35cd\" data-id=\"b9d35cd\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d218a3e elementor-widget elementor-widget-post-info\" data-id=\"d218a3e\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-24b06d9 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.packagingpremiere.it\/en\/2026\/07\/01\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>July 1, 2026<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-23b47b3 elementor-widget elementor-widget-text-editor\" data-id=\"23b47b3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In a supermarket, faced with four bottles of wine they have never tasted, consumers are often able to identify the one they perceive as the most expensive even before reading the label. According to those who design typefaces professionally, this judgment is rarely driven by colour or packaging shape \u2013 it is driven by the font. This insight emerged at Packaging Premi\u00e8re Milan 2026 during the talk by Cosimo Lorenzo Pancini, Founder and Creative Director of Zetafonts Type Foundry, who brought to the stage a still underexplored topic in the industry: typography as a direct lever on a product\u2019s perceived value.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a69d4d8 elementor-widget elementor-widget-image\" data-id=\"a69d4d8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_080.jpg\" class=\"attachment-large size-large wp-image-237188\" alt=\"\" srcset=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_080.jpg 1200w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_080-300x200.jpg 300w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_080-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e78f6f elementor-widget elementor-widget-text-editor\" data-id=\"6e78f6f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><strong>One alphabet can be more expensive than another\u00a0<\/strong><\/h5>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79b1cbf elementor-widget elementor-widget-text-editor\" data-id=\"79b1cbf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The core idea is simple: even before a text is read, the typeface used to write it already communicates something. Elegant and sophisticated fonts shift the perception of a product towards luxury, while technical or impersonal typefaces push it towards a more conventional positioning. This phenomenon has been described by British researcher Sarah Hyndman as \u201ctypographic synaesthesia\u201d \u2013 the ability of letters to evoke sounds, weights, speeds, and even tactile sensations simply through their form. For packaging, this means that the choice of font is not an accessory aesthetic decision, but a genuine market positioning tool, comparable to the selection of materials or colour palette.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-94445de elementor-widget elementor-widget-text-editor\" data-id=\"94445de\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><strong>Cultural codes, not universal rules<\/strong><\/h5>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8cb25a1 elementor-widget elementor-widget-text-editor\" data-id=\"8cb25a1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Perception is never neutral \u2013 it is shaped by the visual references people have accumulated over time. Pancini illustrated this through the example of two very different typefaces: one inspired by forms associated with a popular, informal aesthetic \u2013 like Cooper Black, historically linked to fast-food branding and 1970s commercial advertising \u2013 and another designed to convey elegance and refinement, evoking the world of fine dining. It is this latter visual language that Zetafonts adopted when developing the typographic identity for Artusi, aiming to communicate Italian culinary heritage and expertise. The same principle was applied in a different context for a premium jam range, where an Art Deco typeface, inspired by the 1930s, helped convey exclusivity before consumers had even read the label. In every case, typography does far more than simply &#8220;dress&#8221; a product: it defines the brand&#8217;s promise before a single word is read.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fee774f elementor-widget elementor-widget-image\" data-id=\"fee774f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_087.jpg\" class=\"attachment-large size-large wp-image-237192\" alt=\"\" srcset=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_087.jpg 1200w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_087-300x200.jpg 300w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_087-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dc351f0 elementor-widget elementor-widget-text-editor\" data-id=\"dc351f0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><strong>A competitive field still largely untapped<\/strong><\/h5>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-30aabe0 elementor-widget elementor-widget-text-editor\" data-id=\"30aabe0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>While the physical aspects of packaging \u2013 materials, shapes, and sustainability \u2013 have become well-established areas of investment for brands, typographic design is still often treated as an afterthought, relying on generic font libraries. Yet, as highlighted during the talk, it is precisely in the most crowded and least differentiated product categories \u2013 such as wine, coffee, baked goods, and beverages \u2013 that typography can become a genuine competitive advantage. It offers brands a way to build a distinctive identity without necessarily changing the materials or structural design of the packaging. In an industry where sustainability has already pushed brands to rethink every stage of the production process, typography remains perhaps the most cost-effective \u2013 and the most leveraged \u2013 tool for influencing a product&#8217;s perceived value.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-980c92a elementor-align-justify elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-dynamic-button\" data-id=\"980c92a\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"dynamic-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"elementor-button-wrapper\">\n            <a href=\"https:\/\/register.visitcloud.com\/survey\/1mmj76cco8jmb\/start?translation=2osctdwd2hreg\" target=\"_blank\" class=\"elementor-button-link elementor-button elementor-size-sm 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data-id=\"6b32fe3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Condividi l'articolo<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e442f9d elementor-share-buttons--view-icon-text elementor-share-buttons--skin-gradient elementor-share-buttons--shape-square elementor-grid-0 elementor-share-buttons--color-official elementor-widget elementor-widget-share-buttons\" data-id=\"e442f9d\" data-element_type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-grid\" role=\"list\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_facebook\" role=\"button\" tabindex=\"0\" aria-label=\"Share on 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class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_080.jpg\" class=\"attachment-full size-full wp-image-237188\" alt=\"\" srcset=\"https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_080.jpg 1200w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_080-300x200.jpg 300w, https:\/\/easyfairsassets.com\/sites\/60\/2026\/07\/Packaging-Premiere_19-Maggio-2026_web_080-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a044569 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"a044569\" 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class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The latest news from Packaging Premi\u00e8re<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebc895c elementor-align-justify elementor-widget elementor-widget-dynamic-button\" data-id=\"ebc895c\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"dynamic-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"elementor-button-wrapper\">\n            <a href=\"https:\/\/www.packagingpremiere.it\/it\/iscriviti-alla-newsletter\/\" class=\"elementor-button-link elementor-button elementor-size-sm elementor-animation-grow\" role=\"button\">\n                        <span class=\"elementor-button-content-wrapper\">\n\t\t\t                <span class=\"elementor-button-icon elementor-align-icon-right\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t<\/span>\n            \t\t\t<span class=\"elementor-button-text\">Iscriviti alla newsletter<\/span>\n\t\t<\/span>\n                    <\/a>\n        <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0bdcb8b elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"0bdcb8b\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-custom\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4946b40\" data-id=\"4946b40\" data-element_type=\"column\">\n\t\t\t<div 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scent<\/p>\n","protected":false},"author":1689,"featured_media":237188,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"Typography shapes packaging","_seopress_titles_desc":"Cosimo Lorenzo Pancini explores the role of typography in packaging, showing how the choice of a typeface can influence a product\u2019s perceived value even before the label is read. A talk highlighting how typographic design represents a strategic lever for building identity, differentiation, and brand positioning.","_seopress_robots_index":"","footnotes":""},"categories":[349,1],"tags":[],"edition":[],"class_list":["post-237185","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-top-news","category-non-categorizzato"],"_links":{"self":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts\/237185","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/users\/1689"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/comments?post=237185"}],"version-history":[{"count":5,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts\/237185\/revisions"}],"predecessor-version":[{"id":237200,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/posts\/237185\/revisions\/237200"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/media\/237188"}],"wp:attachment":[{"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/media?parent=237185"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/categories?post=237185"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/tags?post=237185"},{"taxonomy":"edition","embeddable":true,"href":"https:\/\/www.packagingpremiere.it\/en\/wp-json\/wp\/v2\/edition?post=237185"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}