Graphic design and DVD packaging

Graphic design is an important element in enhancing the visual presentation of a product. It establishes a specific identity and improves brand retention in the consumers. Just as with every product, CDs and DVDs too need attractive graphic design to grab attention. Graphic design and DVD packaging are interesting challenges to the designer. This is because DVDs are a technically advanced medium and the material used presents issues relating to color effect, type integrity and so on. The designer would do well to first understand the DVD’s material make up. There are four main areas: main printable area, mirror band, stacking ring and hub. The first and second have severe effect on tone and make colors appear darker than they are. The reflective surface shows through depending on whether light or heavy ink coverage is used. In the mirror band, usually the manufacturer’s name along with identification or bar code of the master file is etched. The stacking ring prevents rubbing off between DVDs when they are stacked up for storage. If the DVDs are molded with a smooth top, one can easily print on this ring. The hub presents a diametrically opposite problem to that of the main printable area. Colors here appear lighter due to the transparency effect. In order to overcome the inconsistent color requirements over the surface of the DVD, one can apply a white base coat over the entire print area. This addresses the darkening and transparency problems effectively. It is also useful when one has white, as in clouds, snow etc., appears on the design of the DVD. By applying the base coat, the snow would look natural. Screen-printing is the technique followed for printing on DVDs as well. The color scheme can be finalized by spot color method or the CMYK method. However, we must remember that the final product would have less than ideal results especially due to loss of lines and detail. This sub-optimal situation can be overcome by using a variety of printing strategies. The designer must remember that the difficulties are due to the material and hence he must devise methods to work around it. For example, the silver area of the DVD presents myriad possibilities. He could use a solid base color or incorporate silver itself as one of the tones. He could adopt a minimalist design or subtle underplay of tones. The designer must keep in mind the limitations of using screen-printing. Hence, the choice of tonal range assumes much importance. Wide variation in tone should be avoided. Besides the DVD, there are other items like the case, inserts and labels and the graphic designer has to pay attention to creating a complementary design structure for these as well. Only when the overall packaging is appealing does the product find buyers. Ask music album makers! Visit Graphic Design Vincent Platania

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