When Sony revealed the box art for the North American and European releases, it was obvious that they were targeting different audiences, or at least they’re assuming that the audience would react differently to the covers.
As you can see above, the North American and European Heavy Rain Art box arts are quite different, where as the European is artistic and vague, with subtle suggestions to the game’s content and theme, the North American prominently features a woman — one of the main characters in the game, but without much clothes — on the box. The US cover has the same blood-soaked Origami figure, but just in case American gamers don’t get it, Sony made sure to put some tits and a gun in there as well.
Would Americans rather prefer the chick and some dudes with guns over the artsy mysterious stuff? Apparently, some would, prompting Sony to promise that they’ll offer the EU cover as a downloadable PDF, so NA owners can print it out and use it instead.
Honestly, we prefer the European cover as well. It’s something that would easy stand out on the store shelves. Unless you’re looking for games which featured loosely dressed women.