Today, most people have rented or purchased a DVD at one time or another. However, it probably never occurs to them how important DVD packaging is in their decision-making process. In fact, it can be argued that many people base their movie rental and purchasing decisions at least partly upon what the packaging conveys. The old adage “you can’t judge a book by its cover” certainly doesn’t apply in this scenario. In addition to word-of-mouth recommendations and published movie reviews, consumers often rely upon DVD packaging when deciding which movies to rent or buy.
There are a number of ways effective DVD packaging can influence consumer purchasing decisions. First, the packaging must fulfill its most basic and primary role of protecting the contents inside. In other words, effective DVD packaging must ensure that the product survives the journey from the manufacturing facility to the end-user’s home. If the packaging is cheap, flimsy or falling apart, it will not inspire confidence in the consumer. Nobody wants to get home and find they movie they just rented or bought is unwatchable due to scratches or other defects. Without question, revenues can be lost at the point of sale if this basic quality standard is lacking. Using only high-quality production materials and adhering to strict quality-control standards in the manufacturing process are the best ways to circumvent this problem.
Beyond offering this basic protection, DVD packaging should also “sell” the value of its contents to prospective viewers. This can be accomplished through a combination of strong visual appeal and compelling content. First, the design should be eye-catching enough to grab attention. Consider the local video store which offers aisle upon aisle of movies for rent or for sale. With hundreds of titles competing for rental dollars, the packages with the most unique or visually appealing designs will have a distinct advantage over more poorly designed options. After grabbing the viewer’s attention, the packaging can further facilitate the purchasing decision by assuring the viewer that the movie inside is a worthy investment. In exchange for a few dollars and a couple hours of his time, the viewer wants to be entertained and immersed in another reality for at least a little while. The most effective DVD packaging assures him that he will be.
