Working in this industry for a number of years now, I’ve seen CD’s in DVD cases and DVD’s in CD cases. In addition I’ve seen singles in single cases and 6-12 discs in multi disc cases. So who is to say which best fits your needs? Is it best to have individual cases compiling a “box set” or box all the discs together in a single case? What is in a case that can increase “perceived value” while helping out your bottom line?
First let’s start with “CD Jewel Case or DVD Amaray Style Case” and discuss the pros and cons of both. The first consideration is will your project be for retail or direct mail (maybe even e-commerce fulfillment). Is it absolutely necessary for the end user to maintain a hard-shell case, or will it probably be discarded shortly after purchase or arrival? If not really needed, you might consider a cardboard sleeve mailer. These are great for direct mail pieces as well as for giveaways such as at tradeshows or other special events. However, if being sold in a more retail environment and that “perceived value” is important then you’re headed in the right direction with the more traditional case type scenario.
CD jewel cases (in case you’ve never purchased one in a retail store) are those clear plastic square cases that typically have some type of printed insert slid into the front of the case, as well as a traycard that provides the artistic inside back of the case (as well as the spine information seen on the sides), resting just beneath the tray that holds the disc inside. Got it? OK, so this is your classic packaging for retail CD’s– period. Say “CD case” to practically anyone, and this is what they will think of when you utter those words. A DVD case (sometimes referred to as Amaray case, or Amaray style case) is the jewel case’s counterpart for DVD’s. It is more rectangular in shape, typically with one printed sheet that wraps around the entire outside of the case, just below the outer plastic protective covering. With me so far? Great! Now let’s move on.
While I have definitely seen CD’s in DVD cases and DVD’s in CD cases, you can either increase or decrease your retail value by choosing the wrong case. I think sometimes people will put a DVD in a CD jewel case to lessen shipping costs. If that’s the case, why not consider the cardboard sleeves discussed above? They were created for direct mail purposes. Oh, you say, “But my end user will not discard the case after they receive it, so I need a hard-shell case.” Then bite the proverbial bullet and put it in the case they most expect. Honestly, there is not that much price difference in going with the larger case, because now you don’t need two sets of printed pieces (inserts and traycards) like you will for the CD jewel case. It really becomes a coin toss, so better to not confuse the issue. If a single disc, remember the words of the famous Ring Master, P.T. Barnum, and “give the people what they want.”
One “possible” exception for a giveaway or hard-shell case that will lessen the bulk and price tag is what is known as a “slimline” jewel case, about half the thinkness of a standard jewel case, requiring no printed insert or traycard since the backside is a solid black tray with clear hinged front. Maybe that is an option for you. These are popular at tradeshows as well as for software distribution.
When offering a double-disc set of mixed media, one disc being CD with the other disc being DVD a helpful reminder– bigger is better! If you are doing a CD and DVD project, go with the double-disc DVD case. Why? Again, “perceived value.” What do most CD’s run in retail stores? What do most DVD’s run in retail stores? A lot of that has to do with the packaging perception, believe it or not. You can put a CD/DVD project in a jewel case and the simple fact is it will not have the same greater perceived value as the CD/DVD project in a DVD case. It may be psychological, but the effects to you are “economical” if trying to sell in one vs. the other. Your greater ROI (Return On Investment) will be in the DVD size case for your double-disc project.
Now if you are going crazy with a series of discs, would it best suit you to have all discs individually boxed and then put into what is typically known as a “box set” (think of the TV series you now see boxed/packaged together in retail stores for “Stargate: Season 1″ etc.) or to have all of your discs packaged together in a multi-disc case? Ahhhhhhhhhhh, shelf-hopper, here too we have experienced words of wisdom. If you are going retail, again, your greater perceived value will be with the individually-packaged CD or DVD cases in a box set. However, if you are offering maybe an inspirational or motivational teaching series, you might go by way of the multi-disc case. Why? Retail projects such as TV series or films with sequels, maybe even music collections, have probably already been individually released and are now simply being packaged for collectors’ shelves, like the “Lord of the Rings” trilogy or the “Best of Bon Jovi” or similar. It’s simply repackaging for these kinds of projects. The only thing you are probably adding “new” is the box itself that all are being packaged in. But if your project is not music driven or film driven, you will most definitely save quite a few dollars and cents by putting these all into the same case. Think of the print you’ll be saving from the individual boxes/cases as well as the boxes/cases themselves! I’ve seen cardio kickboxing programs, lecture series and even some religious TV shows (never offered as individual shows to viewers), neatly and cost-effectively packaged in multi-disc cases.
Really what this issue boils down to is the same two-part question that we ask most people coming to us with their projects: (1) what is your budget for the project, and (2) what is the expected ROI you are seeking from the project? It really, really helps to have the answers to these two questions firmly in-mind before you begin the replication, print and packaging process, not to mention your retail marketing whether in stores or online.
Think over these two questions, consider the advice that has been offered above, and give me a call. We’ll come to a decision you will both be happy with as well as maximize your hard-earned investment when presented to retail buyers. It’s the Duplium way!
By: Jeff a
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