Typographic readability and percesibility of packaging design

The typographic readability and perceptibility of packaging design is the subject of the thesis. In this direction, first of all, the definition, use and functions of packaging are discussed and the importance of graphic design in packaging is explained. Then, information about the definition, scope, elements, font types, readability and perceptibility of typography is given. Packaging is a promotional tool that establishes communication between the product and its consumer. It enables the product to be recognized by the consumer. It prepares the consumer for the act of purchasing. It contributes to the differentiation of the product from its competitors and to reach awareness by creating a brand identity. This positive effect of packaging on the product and brand increases the appreciation and positively affects the purchasing preferences. The ability of the product to hold on to the market; It depends not only on the right and effective packaging material selection, but also on having a designed appearance with font families and forms selected according to its structure. Considering that brands are in fierce competition, more attention has been paid to the visual identities, designs and product quality of the products offered for sale on the shelves. Typography, which is used well among similar products offered for sale on the shelves, increases perceptibility and readability, makes the product more popular among its competitors and reaches the consumer. Finally, in order to reveal the typography relationships in the packaging design, the relationships between the packaging material and typography, the relationships between the logo and the typography on the packaging, typography applications according to the type of product (cola, milk, tea, chocolate and other types), the typography relationship with the front and back of the product packaging and the product. The role of typography in packaging has been explored in the current literature. Typographic readability is an important factor that makes the text readable and provides information transfer. It is sometimes confused with the concept of perceptibility. Detectability is the rate at which a word can be recognized accurately. In order to ensure readability, the selection of the character that composes the text, letter size (point size), block-type arrangement (line structure, column structure), emphasis, separating words from appropriate syllables, the concept of space, form, packaging material and type of product should be considered until the target audience. It plays an important role in perceiving the relationships with each other. As a result of the research, it has been examined that readability and perceptibility in packaging design are the most important elements of the visual expression of the product, since typography is the primary medium for conveying the name, function and facts of the product to a wide consumer mass in packaging design. Keywords : Packaging, Design, Typography