Get Picked Up!
Creative CD Packaging Ideas

by Brian Clark

Packaging is an important factor when dealing with the overall marketing of a product, and also serves as a major channel delivering both the image and branding of the artist, and should reflect the image that the act is working to maintain and project to their audience. Last year music sales dropped 12% and with over 25,000 new releases each year, it is more important than ever to think outside the box when trying to get the attention of your audience’s consumer dollar. There are many types of alternate solutions available, as well as a few cool tricks to help differentiate your packaging from everyone else’s.

Packaging options range from paper and board products, an array of plastic products, to tin containers, along with varnishes, spot colors, foil stamping/embossing, or velum overlays which can be added to any printed piece to enhance the image. People have even used a more simplistic packaging idea such as a brown paper lunch bag with the band name rubber stamped on the outside. Regardless of what you choose, it all depends on the function that the product is serving and what packaging sells your product the best. Having the right choice of packaging coupled with creative design and the right marketing can make all the difference.

Some of the more popular paper and board products include the Digipak, mini-jacket, and the mailer. The first of these, the Digipak, is a trademarked name and is about the size of a jewel case, however, it's made with heavier paper (called board stock) and includes a plastic tray glued to the inside of the casing. There are several “knock offs” to the Digipak as well, and all give the consumer a feel that they are getting a little something extra for their dollar. Unlike your typical plastic jewel case which has a tendency to break, the Digipak is more durable and lasts much longer. Other packaging options are the mini-jacket and mailer which serve as great solutions for portability, promotional giveaways, and inexpensive distribution. Both are similar to a record jacket in that the CD slides into the sleeve, in addition they both can be made with recycled paper for the environmentally friendly. The thin size of both mini-jackets and mailers take up little space making them great to carry from gig to gig or on an airplane. A popular trend now is to use the mini-jacket for promotional giveaways as they can be considerably less expensive for the artist. Another board product that is quite convenient is the mailer which is a mini-jacket that self seals at the opening allowing the individual to mail and distribute the product for half the cost of a normal jewel case.

While standard jewel cases have been the leader in plastic casing for many years, there are so many more options available now. The clamshell and slimline jewel case are both extremely popular when full-blown graphics are not needed. Both are thinner than a normal jewel case and a little more rugged. The clamshell and slimline are great choices to use when sending demos out or servicing radio. Another plastic casing option is the Amaray Case which is known by most of us as a DVD case. They are extremely rigid, can take a lot of abuse, and have a lot more space inside, allowing the artist to utilize the space to project their image or fill their packaging piece with extras such as: a fold up poster, stickers, order forms, press, etc.

If you are partial to the jewel case there are still many options that can make your image stand out from everyone else's. First, you can use a colored tray that compliments your design such as orange, green, chrome, etc. Another option is to foil stamp, emboss, or spot varnish a logo, band name, etc. You can also overlay velum paper on the outside cover of your package. There are a number of options that can catch the eye of the consumer and depending on who you are, each of these options contribute to the unique aspects of your product and you as an artist.

When it comes down to decision making time, remember that it’s your image that we are talking about - and first impressions are everything.

For more information on alternative packaging call ON4 Productions at 1-888-710-5157.