Kinetic Typography in Packaging - Feel the Sound

9 months ago
Branding Typography DESN2011 Kinetic Type visual identity

Jack Riches


James Rooney


Do you hear that? That's the sound of your car's new speaker system. Kicker is second to none and sounds as good as it looks - you can literally feel the difference.

"I wanted a packaging that was slick and modern." - Jack

"After recent research in speaker packaging and designs, I found myself looking at the box and thought how through the use of distorted text /or vibration I could liven up the product packaging. This could bring the unboxing experience to a new level and sell above the rest of the competition." Designer Jack Riches has cleverly been able to visually represent vibration in the packaging of the Kicker speaker system, whilst incorporating the products point of difference among its competition.

"I wanted to design packaging that stood out to me and would encourage me to buy the product." - Jack

The use of a strong contrasting colours in conjunction with a unique typographic pattern allow for a great user experience for the consumer. Brand recognition is very important and it is easily created and maintained by the designer. The accessibility of the design is also considered with the contrast between the yellow and black, and also in that of the font chosen. The straight lines of the font create clear boundaries and allow the wavy pattern to appear more evident.

"The packaging design is slick and modern as the colours reflect the brands intention of producing speakers that look and sound clean and sophisticated. As the black blends with car and yellow pops, displaying qualities of 'hip', 'cool' and 'upgraded'." - Jack


The colour palette was chosen to compliment the car, blending the black with the OEM interior of most modern cars, whilst using yellow to represent the hint of upgrades to the sound system.

What I think works really well is how both the black and yellow are swapped around to fulfill the role of negative space - across the different products black can been seen as the negative space, where for others it's the yellow.

The colours stand out for the consumers eye as well as complimenting the simplicity of the design. Aesthetically they pair well, together creating a contrast that stands out to further push the product off the shelves.


The type face used in the kinetic typography, was designed around readability and simplicity to convey a design that everyone could understand.

Too absurd of a typeface would have made the packaging look over done and messy, not representing a clean and precise sound the consumer looks for. Too basic and rigid the “coolness” of the product is lost in the packaging and the unboxing experience is dulled.


"I played around with visual elements, playing around with different kinetic typography techniques which could reflect sound until I came up with my final wave design."

The pattern for this design is key to its success - it's almost as if it's onomatopoeia for the eyes. It creates a point of difference in both visual aesthetics and in its market strategy.


As market research predicts that most consumers upgrading their car sound system are 16-40 year old males, the designer created something that would appeal to this demographic. Jack relied upon his personal style whilst seeking insight from peers to further target the desired demographic.

The clever use of the wavy pattern and strong loud colours creates a great simple, sleek and modern aesthetic that would appeal to this audience.