I didn't ask typography to be a part of my life. Actually, in a way it is a blessing to know anything about typography. I came upon it through design. I came upon design through art. I remember a long time ago I had a lot of love for comic books. I have to wonder nowadays if I really loved the comic books or idealized human figure. Who knows where anything begins. Origin, when you look at it long enough ceases to matter.
Back on topic. Typography. Typography has been a big part of my life for a long time. Knowing anything about typography helps a consumer make more informed decisions. Are you buying a product because of the amazing layout? The kitschy layout? Or for the quality of the product itself. A lot of the time a package (and typography included) will reflect the quality of a product. A lot of times it has no relationship. Claims upon claims. We're all searching for the ideal product. If you're looking for perfection you might get it for a day at most, then it will slip from your fingers the moment you look a second time.
Art is about deception. It's about the designers who believe in the quality of a product. You are buying a designer's belief. You are buying ideals when you buy for packaging. In a just world, you'd buy from a friend farmer, whose farm you've visited, and you adore the color of the strawberries. You know what goes into his products, you accept the flaws, the shortcuts, and things he does. He may pay his workers enough. He may run a farmstead. He may treat his family fairly, he may not. When it comes to eating, it is the most basic instinct. Packaging doesn't give you everything, it just catches your eye. Are you looking for perfection or taste? Nutrients? Who told you it was nutritious? A scientist paid by a marketer to backup a claim? Will it be as nutritious after the next scientist studies it and publishes their research? How do you know anything?
Forget all of that. Typography is beauty on its own. The way letters guide the eye. The way an outline, bold, compression, condensed, or thin type makes the rest of the text feel. If you want some good typography checkout this guy. I am hella inspired by him. He's got the whole package together, and brand. He even has the sales!
I had my own go at a typographic treatment. It takes time. It was worth it. I like the fun letters make together. It's an art for sure. Enough of them and I could shape a brand too. We'll see how many of them I get the time for. Where art and letters meet: typography.