The label consists of 3 sans-serif fonts and 2 serif fonts when including the product logo. These typefaces are used for titles, subheadings, product and contact information. Both the title and the sub-title are balanced through the combination of introverted and extroverted fonts. This is achieved by pairing a highly readable, neutral font (the display font), with something that has a more distinctive personality such as a serif font (Kliever, 2020). The title is assisted by several dot points that display the products information using the same sans-serif font with a bolder line weight for visual differentiation.

The sans-serif typefaces that are used display the same x-height and have similar character attributes to reduce typeface conflict. However, by pairing similar typefaces, it is difficult to establish text hierarchy due to the fonts not being visually distinguishable from each other.

Due to the irregular shape of the label and its small parameters, the designer aligned text to the left side of a margin. This can be seen with the typeface within the products title block meeting on the same line to organise the text and reduce conflict. However due to the limited space on the back of the product, different groups of text use different margins to maximise the amount of usable space. By following the shape of the label for some text groups, larger sentences can be created increasing the amount of information for specific groups. Additionally, the text alignment against the contextual symbols are not consistent, which allows information to lead into different categories.

The designer uses exceedingly small breaks between sentences and limited white space that allows the text to look cluttered and visually displeasing. The inconsistency of white space and spacing between groups of text reduces readability and contextual hierarchy.

The use of brown and green colours conveys the products natural theme linking the surrounding typefaces, with the green colour commonly used for subtext and contextual differentiation. By bolding titles and important information, clear text hierarchy can be attained to improve readability and differentiate context. Italics and the size of text are used to differentiate groups of texts while maintaining similar typefaces.

The label contains the brand logo, images of the products scent and contextual symbols that convey a texts context. Additional background graphics add depth behind the text while not interfering with its legibility. A paper tag is used to draw the audience’s attention to the main product information which contains additional logos and certifications.

Through the labels use of graphics and typefaces to convey its natural theme and supporting information the design is effective. However, from the poor use of spacing and text alignment, the overall design inconsistencies take away from the label’s aesthetic quality. This is due to the excessive amount of information and the similarity between typefaces contained on the label.

By reducing the amount of information and using clear textual hierarchy, the text can become from readable and the issues of spacing and alignment can be lessened. The amount of graphics could also be reduced to allow wider text blocks to be used. The use of colour could also be used to improve the aesthetic quality and efficiency of the provided text.

Kliever, J. (2020). 10 golden rules you should live by when combining fonts. Retrieved from www.canva.com: https://www.canva.com/learn/combining-fonts-10-must-know-tips-from-a-designer/