When you see a piece of packaging, type is one of the most important foundational elements of the packaging. Brands with memorable typefaces—the ones you can instantly recognize—are drilled down into our very subconscious, and they can serve as a clear expression of a product’s identity.

But it’s also an element that can bring harmony to the voice of any given product when coupled with the other assets of a design, whether it’s an illustration, logo, pattern, or even a wild color.

Late last year, Monotype released a report on the type trends we’d see in 2020, saying that, “typefaces can deliver a clear, consistent, and identifiable voice wherever they appear. The individual shapes of letters imprint themselves on us, working as an immediate cue. Consumers might not be able to explain what a brand’s typeface looks like, but they’ll know it when they see it.”