If you don’t know what Call of Duty is, that’s cool. It’s a very realistic game (well, except for all that “coming-back-to-life” stuff) series that has usually taken place during World War II. For the fourth game in the series, aside from an extreme graphic overhaul (which really needs to been seen in HD to be appreciated), the game shifts timeframe to the present. There is a single player “story” mode and a multiplayer, online players vs. player component, which is what the Beta is testing. And so far, the Beta ROCKS FACES OFF. (there, I’ve said my piece about the Beta, now onto design!)

I was trolling the boards over at Charlie Oscar Delta.com, trying to figure out how to call in an airstrike on fools, and I noticed that Activision, the publisher, was asking for feedback, essentially voting, on some package design “concepts.” Quickly, a little history lesson for the Call of Duty series:

Noticing a pattern? Good. The Call of Duty games have all shared a pretty common package design layout, with a big American soldier up front, some odd look of intensity upon their brow, with the title design up top and supporting logos down low. These new designs, perhaps in a move to reflect the changing times of the game itself, largely buck that trend where the imagery is concerned.

Looking at the options presented, there are a few things that become clear to the designer’s eye. 1.) They’ve done their photoshoots. They have the imagery they are going to use, and these are merely variations of color, cropping, and composition. The closest to the series’ roots is the design named “Alpha,” below, but the composition isn’t working and the anonymity of the soldier works against them. In the previous packages, that soldier on the cover was someone. This is just random guy.

Alpha

The angle of the weapon in relationship to the viewer is odd, and may be employed to downplay the gun violence in the game in a retail space (which is a little off-brand there, gang), but in this cropping it just gets muddy. FAIL.

The next three are essentially the exact same thing, with different lighting effects and background elements. Especially poor is the option “Delta” where the main figure is running and the guys in the back are just kinda… hangin’ out, you know?

Bravo

Delta

Echo

So that leaves us with design Charlie, the only package to drop the title-at-top design. This is hugely in its favor, as it allows the running figure to fill much more of the frame, and placing the title front and center, with enough distance to allow it to overshadow the Xbox 360 masthead. I’d say more, but I already did on the COD message boards:

“CHARLIE = INFINITE WIN.

Here’s why: Lots of movement in the areas around the main figure, gives a sense of place and action, of quick gameplay, while not pulling the camera too far back to take the emphasis off the player (see: Delta, Bravo, Echo).

Contrast on the main figure is strong, makes for a better image.

Logo placement is center and crops the image into two successful halves: The upper half with the player intensity and firepower, the lower half with the quickness, movement, and battlefield fury. Front and center logo makes it easiest to identify on the store shelf.

Of the options, this is the one to take to market.”

Charlie

We’ll find out in a few weeks when retailers begin advertising for the game. Until then, if you’re in the Beta and you want to throw down, send your friend requests to me at “Vossome” and watch out for my mad skillz.