No matter whether you’re releasing a corporate video or smashing out your band’s very first EP, at some point you’re going to have to start thinking about how you want your product packaged.
It’s important to get a good packaging design, because this is the first way to attract the right people. A design that’s just too conventional can mean your packaging just blends right in with the rest of the products out there. And if you’re looking to hit an audience, there are few things worse than simply getting drowned out by more creative designs.
Think about packets that have really left an impression on you. Think about why you still remember them. Did they stand out from the crowd for the right reasons? Were they highly creative? It goes beyond simply thinking, ‘Will this packaging survive the distribution process?’ We like to think of it as a sort of ‘Who, What, You’ journey.
All About First Impressions
Making the right first impression has always been important – whether it’s a sales pitch or an online dating profile, you’ll be judged on presentation in a matter of seconds (Approximately three, to be precise).
But your packaging is more than just creating the right impact; it’s about creating the right impact for the right audience. So while you may love some groovy orange packaging that really stands out, is it entirely appropriate for your middle-aged business clients?
Consider who your product is aimed at, and how best to approach that market. If it’s a corporate video on high-quality DVD, the packaging should set the expectation and speak to the viewers before the disc even hits the drive.
Think Product Purpose
Think about what you’re trying to achieve with your CD or DVD. What will happen to it, once it’s distributed? If it’s going to end up on a client’s desk, or sat on a shelf in the boardroom, then the packaging should look the part – memorable yet professional – but won’t necessarily have to be designed with durability in mind.
On the other hand, if your intention is to ship your product around the country, or even the globe, then you should take in to account the practicalities. Sure, that MC Escher-inspired box that’s 5ft across is sure to attract an audience, but is it going to survive a 3000-mile trip in shipping?
Reflections of You
We’ve already mentioned how important it is to create the right impression with the right people – but there’s something more. In the hands of, say, a potential client, your product will be selling you.
Does the packaging accurately reflect who you are? If they hold your DVD in their hands, what would the client expect to see once you walk through the door?
If you’re a family-friendly company, you’re unlikely to emblazon your CD or DVD packaging with skulls and haz-mat symbols (Similarly, if you were a heavy metal band, you’re unlikely to include twee images of blandly professional faces on the front cover of your record).
This is about incorporating brand values into your design. If you have corporate colours or a familiar logo, you should consider how best to include these in the final design.
Ultimately, it can seem like a balancing act, juggling both work that’s eye-catching and creative with its final goal. Don’t jump into your packaging designs too quickly – make sure they’re precisely what you want and, more importantly, say precisely what you want to say.
And once you have your CD or DVD made in its proper packaging, why not drop us a line and see how we can help with your overall packaging and distribution fulfilment aims.