Categories: Best PracticesDesign

Fonts of Wisdom

I’ve always thought that product labels had more in common with signs than any other sub-genre of commercial design. Perusing grocery store aisles is akin to looking at a vast row of miniature billboards. Quick readability, prominent logo placement, eye-catching functionality and, of course, a sophisticated blend of newness and familiarity are all necessary elements of successful package labels (and successful signs).

But what factors make the readability clear and quick? (hint: contrast) How can you make a logo prominent without merely making it huge? (spoiler: location) What design decisions can ensure your graphics are fresh and familiar at the same time? (tip: know your history)

To expand on these questions, I’ve collected a few vintage produce labels that demonstrate some techniques a sign designer can employ to achieve these goals.

Jeff Russ

Jeff Russ is a content studio manager for SmartWork Media and was the senior art director of Signs of the Times from 1996-2021. A graphic designer and illustrator with an interest in sign design and sign history, Jeff documents important, interesting and notable design trends in the sign industry as a contributor to Signs of the Times. He has written dozens of features for Signs, and his column, Design Matters, was published for more than a decade.