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I understand the importance of using the right font for the job. It's an important part of the composition, it supports the idea, it enhances the idea, heck at times it is the idea. Reality remains, communicating a persuasive message relies entirely on the essence of the idea. The more evocative and engaging it is–well, job well done. Don't get me wrong, I love the way fonts can talk to you way more than the words they create.

Packaging is an example where persuading the consumer to adopt the product is not as straightforward as conveying a compelling story. Every little design detail and especially font selection must express the proper attitude. I'm very excited when an advertising message comes my way and tickles my senses right down to the legal copy... take a look at the designs below, it sure shows that the designers definitely gave a font!

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