Max Niederschick:
Just as - in my opinion - everywhere in design, typography plays a central role in the design of marketing materials and product packaging.
Easy-to-read font sizes, line spacing and contrasts make it easier to absorb information.
Different font types and styles create emotional reactions. Highlighting through font sizes, colours and styles draws attention to important information.
A "functioning type" conveys credibility and quality - it makes it possible to achieve the desired effect with customers and to successfully convey brand messages.
Incidentally, "appealing" packaging design is named as the most important success factor (by customers) in the "Brand Trust" study by pwc (2017).