All these photos came from: Communication Arts Typography Annual 3, pg. 111
C. A. Magasine did a series over packaging design. This company 'Nuts.com' wanted to portray a catty tone within their packaging. Their choice of font gives the feeling of being friendly and fun. The hand-drawn type would be considered a San Serif Humanist font. This type wrks well with what the company wanted to portray and it helps develop the identity of the company. The illustration is fun and cartoon-like. I would say they are aiming for a younger crowd. They use bright colors which also indicates that. The type flatters the drawn characters and reenforces the mood of the packaging. I took away from this that there is a beauty in hand-drawn type and hand made things. There is something personal about that aesthetic that makes you feel like it's the guy next door selling you the nuts, not some huge cooperation that is making billions of dollars. People like things that are like them--unique.
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