Let’s say you’re new to the DVD design industry. Chances are, you’re going to be working in the Los Angeles area. The first thing you’re going to learn is that marketing is more important than design. That’s right, it’s more important to have a consumer-friendly design, than to have a great design in general. The client doesn’t particularly care about those cool P22 fonts (all you need to know is the dynamic duo of Trajan and Impact), or that Vaughan Oliver is an amazing graphic designer. They just want to sell DVDs as easily as possible, or else their superiors get very cross.
Take notice of certain big-studio Hollywood films. Some come in two editions: the standard one and the deluxe one. Marketing people realize there is greater chance at a built-in audience for the more expensive deluxe editions. Thus, they will tend to be more lenient with design. This is especially true for Criterion DVDs (Rashomon, for example), as they operate outside the Hollywood system. Put both editions side-by-side and it’s usually obvious which the designer enjoyed working on more. The standard editions tend to have certain clichés such as large, recognizable floating heads of the stars.
Having been a part of this industry for a few years, I’ve often felt the need to break out of the box. Of course, the whole idea of working in any design industry is to create the best solution possible for your client–there’s very little room for personal expression, and quite frankly, your day job probably isn’t the best place to do that anyway.
So, there’s a little more background on the genesis of this site. Just for fun.
Forest Whitaker is one of my favorite actors. While The Last King Of Scotland wasn’t exactly an excellent film, Mr Whitaker himself was excellent, and well-deserving of the Oscar for Best Actor. Creative Impact Agency’s poster is a striking example of graphic design, but the “Idi Amin triplets” treatment on the DVD is just plain ridiculous. The co-lead, James McAvoy, is nowhere to be seen on the box. Ah, marketing. Here’s a Revized look at how reducing CIA’s brilliant poster art to the DVD would’ve been way too easy (and smart).