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sagmeister CD packaging Brian Eno

Six Factors that Make a Packaging Awesome


If you want to impress your fans, make sure you got an impressive packaging. Because content matters a lot, but it’s not all that matters. An awesome packaging can make them feel like they’re getting more bang for their buck and that you’re really good because you care about your brand. Here are six factors that make a (CD/DVD) packaging awesome:

EYE-CATCHING APPEARANCE. Whatever stands out clearly in the monotonous competitive environment, whatever is surprising scores points. Special effort makes a special impression – and is allowed to cost more, too.

FUNCTIONALITY. Environmental responsibility and practical handling (in both use and storage) are just as important here as ideas that improve comfort: closure mechanisms, portioning, see-through windows, for example.

MATERIAL. What is printed on board is read particularly willingly, while what is packaged in board sells particularly well. Sustainability, easy disposal and, above all, great design variety and potential are particular features of the material.

EFFICIENT COMMUNICATION. The packaging is the credible medium at the point of sale and is consulted willingly and intensively (see “Material”). This makes it an efficient means of communication and, in addition, one that gets closer to the consumer than all others. If several of his senses are appealed to as well, he can be persuaded particularly successfully.

MULTI-SENSORY APPEAL.  Anyone who approaches consumers via several of his senses attracts greater attention, intensifies perception and stimulates interest in buying. Packaging that can be felt, smelled and heard as well as looked at wins the customer’s favour. One good example is Katy Perry’s cotton-candy scented CD.

ADDITIONAL BENEFITS. Successful packaging not only combines what is pleasant with what is functionally useful but also provides additional benefits. For example, as a gift or for presentation, with entertaining components or simply by making it possible to continue using the packaging for something else after the product has been consumed.
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