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DVD Packaging and Customer Purchase Decisions


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Maybe because of financial or time constraints, we do not give much attention to how we package our DVD. We just choose a decent photo for the artwork, a plain-looking case, and a good set of trays. After all, what matters most is what’s inside, right? What matters most is the content-the film! Yes, that is right! What matters MOST is what is inside but how your DVD looks from the outside (the DVD packaging) matters a whole lot, too! We are all visual creatures and we are automatically drawn towards beautiful or unusual things. A creative DVD packaging is a must especially if you are planning to sell your DVDs.

There are two types of people who shop in DVD stores: those who already know what they want to purchase; and those who are just looking around. A creative DVD packaging will prove itself useful in convincing both types of shoppers to purchase your DVD.

I will elaborate by giving three scenarios on how a purchase is more possible if you have a creative DVD packaging.

Scenario one: A person already has a list of titles in his head before entering the DVD shop. Your film is one of them.

So let’s say you marketed your film well enough and someone already has your movie title in mind when he enters the store. He enters the video store to look for your film. He sees your very creative DVD packaging and he examines it. What do you think is going inside his head while he’s examining the creative DVD packaging? Maybe it goes like this “ should I purchase this DVD that costs $26 or just stream it online or borrow from a friend? Hmmm…but this DVD packaging is too awesome that I simply can’t put it back on its rack…what the heck, I’ll buy it now!” and he heads to the counter and pays for it. Hurray!

Scenario two: A person already has a list of titles in his head before entering the DVD shop. Your film is not included.

He quickly asks the people in the store for the titles he want to purchase. While waiting for his DVDs, he browses  through the stacks of DVDs and discovered a very catchy DVD cover (that’s your DVD). He picks it up, examines the artwork, reads the plot. When the salesboy hands him his DVDs, he puts your DVD on top of the pile and goes to the counter.

Scenario three: A person who’s just looking around.

These types of people are more open to new products and are more enticed by creative DVD packaging. Once they see your creative DVD packaging, even if they haven’t heard about your film, they will instantly examine the artwork, the teaser, and finally the plot just because they like your packaging. If they are convinced by the plot, they will then check the price. If the price is not so high, they might purchase the product.

If you have a boring DVD packaging, I do not think many people would bother checking out your DVD . In the digital age, you have to offer something that the internet doesn’t offer, you have to have something that cannot be “burned” or replicated by home burners. These somethings may be a booklet, a free poster, or an exceptionally good DVD packaging.

Image from: Jon Peter’s Blog
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