CD packaging is very important if you’re going to release an album. Why? Well…the packaging of a product is the first thing a consumer will see. First impressions matter. Regardless of the product you are distributing, the right packaging goes a long way toward winning you that sale.
Be unique. When someone walks into a store, his or her eyes are immediately drawn to packaging that stands out. You want your brand to pop, to be attractive and interesting so that the consumer knows the product inside the wrapping is just as amazing as the outside.
Don’t sacrifice clarity for creativity. Sometimes, packaging is so zany, so busy, that the consumer gives up trying to find the product name or description amid all that chaos and moves on. Finding a balance between simplicity and uniqueness should be the goal.
Use CD packaging to represent your brand or product. The wrapper/case/box should be viewed as a form of advertising. When a potential customer sees your goods, the exterior is sending a subliminal message. Do you want your brand to be viewed as fun? Practical? Trendy? Traditional? Say it with your packaging choices. Do not forget to take your target demographic into account. If you’re selling to 10-year-olds, for example, you might want to research current trends and designs that appeal to that age group, and then incorporate that into your packaging.
Keep utility in mind. You want to make sure your product’s wrapping allows it to be displayed in the best possible manner. For example, if you want your USB drives to hang on a rack, you may need to tailor your packaging accordingly. Maybe you think the customer should be able to inspect the product through the packaging, or maybe a box with a product illustration would better suit your purposes.
When you have the option to customize CD packaging for your product, run with it. Be creative. Be bold. Make it relevant. Remember that exterior wrapping is a reflection on your brand, and putting some effort into it can pay back in spades down the line.
James Hill is a veteran of the music industry. He first worked at Warner Reprise Records then later joined Interscope/ Geffen Records where he managed producers and songwriters and got his first platinum record for Keyshia Cole’s The Way It Is. He is now helping indie artists with branding and manufacturing through his company Unified Manufacturing, a CD/DVD/vinyl and merch company in LA.