Importance & Function of Digipaks

After a class discussion of the importance and function of digipaks I have come to some conclusions about digipaks.

Digipaks are sometimes what initially catch the attention of a consumer. The consumer may never have heard of an artist before but they could be browsing through a music store and notice a digipak that they find interesting or appealing. If the digipak is not appealing or eye-catching, the consumer may either purposely avoid it (judging a book by it's cover principle), or just not notice it in the first place.

A digipak is a good way of selling an artists brand and image because if done well, the digipak can tell the consumer everything they need to know about the artist in terms of their image and what they are about. It will also give you a good indication of what type of music the artist makes; if the consumer thinks that the digipak is representative of a type of music they'd enjoy, they would be more likely to buy it. If the digipak is misrepresentative of the type of music the artist makes, then it would be missing out on sales from the target audience. This could affect sales greatly and damage the overall success of the artist because the people the music would generally appeal to would not be buying it because it doesn't look like it'd appeal to them.