The purpose
of a digipak is to represent and promote a new album release along with its
artist. An artist may choose to release their album in form of a digipak rather
than a typical CD cover for many reasons. Firstly, a digipak is a more premium
form of packaging. Also, unlike a CD cover which consists of 2 sides, a digipak
can consist of around 4-6. A digipak offers much more to an audience as the
number of sides gives the artist a chance to add anything the audience may
demand. For example a 6 slide digipak may consists of a front cover, back
cover, thank you note, list of songs within the album and anything else which
the artist is able to include such as exclusive pictures from the photo shoot
used from the album. Therefore I feel an artist may choose to release their
album in form of a digipak in order to give the audience more detail and insight
to their album which the artist may want simply to build a better relationship with
their fans, or even give detail to an album which is something rather different
to what they would usually produce and something their fan base may not
understand. Also the artist may feel it gives a more personal insight to their
life and thank you to the fans.
It was quite difficult to find a digipak as not many artists use them. The digipak I have chosen to analyse is one which was released by David Guetta. I chose this artist as he is a similar artist to Avicii as he also produces songs under the dance genre. The choice of images used within this digipak is an image of David himself. This image is a close up of David’s face and shoulders and is in black and white, it is on the front cover and represents David Guetta as the artists of the album ‘One more love’. Through this image, David Guetta is represented as quite normal as he is wearing a casual t-shirt which any normal person would and I also feel that he is being represented as normal through the simply colours used. The image portrays David as not wanting to come across as some big extravaganza that everyone should make a big fuss over, simply a down to earth person with a talent who enjoys providing music for his fans. This is also connoted through David covering up his face by wearing sunglasses. The image of David would attract his target audience they they would see him as ordinary although he is actually extra ordinary and want to get to know him as an artists. Along with representing David as quite normal and down to earth I feel the image aims to link his emotions with the title of the song. ‘One last love’ could imply that David is losing something close to him such as his love interest or having one final go at a complicated relationship. The image shows the audience that this is something to feel emotional or sad about as David doesn’t look particularly happy and is covering his eyes where his emotions could be seen. This may help his target audience them build a relationship with David and be able to relate to his emotions about his one last love.
The design, layout and colour of the rest of the digipak however are very vibrant and colourful. The design and layout of the digipak is very simply. It consists of a close up of David on the front cover as it is the first thing that the target audience are going to see and the record label hopes that by seeing his close-up the audience will want to know more about him and his new music. It then consists of two similar sides. The middle one has the colours red, yellows and orange randomly splattered across a white background which follows through to the next side. However the middle side also consists of a list of song names which are on the album and barcode. The simplicity of the design portrays the genre a being very simply and laid back as it does not try to complicate things. The randomness connotes the audiences that enjoy the genre as very free and open minded, willing to enjoy the flow of the beat and positive vibes the genre projects.
The bright colours flowing along the rest of the digipak contrast with the black and white image of David, and highlight him as the artist. However although it highlight David as he is different, I think that the black and white show that he is simply and the bright colour of the rest of the digipak connote the life of the music he creates and how much more complex and important it is the music he creates which gives him his title, attracts his fan base and bring a very positive vibe and emotion to people who hear it. The bright colours such as yellow, red and orange represents the genre accurately and shows the audience that the music he creates is very positive and upbeat as bright colours are usually associated with good moods which conforms to the common conventions of dance. The colours may also be linked with an exciting club setting where dance is consistently played, the colours may be used in a dance setting where the genre is played as the setting usually consists of low key lighting however has outbursts of bright flashing lights.
There isn’t much text within the digipak. Typography is only used on the front and middle side (which would be the back once folded in). The typography on the front of the digipak displays David Guettas name showing the consumers who the artist is, if they didn’t already know, the font used is a font which is easy to read and one which David uses to display his name on everything such as posters, and DJ sets, the font is part of his brand image and would be recognisable to his fans which would see it consistently throughout his media products and services. The text is in white which makes his name stand out against the dark background and may catch consumer’s attention. There is also typography below his name which looks as if it has been spray painted on. The writing states the title of his album and consists of the colours gold and white. This font is again very easy to understand and is perhaps used as the graffiti style is very recognized, especially amongst teenagers who are stereotyped for spray painting and gratifying. This may attract the teenage audience and lead them to listening to his music as they feel that they can relate to him as he is interested in the same style as them. The only other text which is used is on what would be the back of the digipak which simply allows whoever is interested to find out which songs are on the album. Minimal and clear text appeals and attracts and audience as it means they get to see more of the visual images as large amounts of text can appear boring without reading it and deter people from buying a product. It means the audience can read the text quickly and easily in order to find out the important information that they need to know.
This digipak has inspired me to create a conventional digipak
When creating my own digipak I will ensure that I use a range of different colours throughout, the use of multiple different colours will make my pack exciting and eye catching. the use of lots of colours will make my pack conventional to there genre. I am interested by the colour black as most other colours contrast against it and allow other images and texts to stand out.
This digipak also contains minimal amounts of text, this makes the pack more appealing to look at and more appealing for users to read. large amounts of text is considered to put users off of reading text based products therefore by keeping text to a minimal will be effective and will encourage viewers to read it.
finally I will also ensure that all text included in my digipak is well presented and is of a suitable easy font in allowing all viewers to read the text comfortably, I will also ensure suitable colours are used preventing colour clashes which will be very unappealing and hard to read.
It was quite difficult to find a digipak as not many artists use them. The digipak I have chosen to analyse is one which was released by David Guetta. I chose this artist as he is a similar artist to Avicii as he also produces songs under the dance genre. The choice of images used within this digipak is an image of David himself. This image is a close up of David’s face and shoulders and is in black and white, it is on the front cover and represents David Guetta as the artists of the album ‘One more love’. Through this image, David Guetta is represented as quite normal as he is wearing a casual t-shirt which any normal person would and I also feel that he is being represented as normal through the simply colours used. The image portrays David as not wanting to come across as some big extravaganza that everyone should make a big fuss over, simply a down to earth person with a talent who enjoys providing music for his fans. This is also connoted through David covering up his face by wearing sunglasses. The image of David would attract his target audience they they would see him as ordinary although he is actually extra ordinary and want to get to know him as an artists. Along with representing David as quite normal and down to earth I feel the image aims to link his emotions with the title of the song. ‘One last love’ could imply that David is losing something close to him such as his love interest or having one final go at a complicated relationship. The image shows the audience that this is something to feel emotional or sad about as David doesn’t look particularly happy and is covering his eyes where his emotions could be seen. This may help his target audience them build a relationship with David and be able to relate to his emotions about his one last love.
The design, layout and colour of the rest of the digipak however are very vibrant and colourful. The design and layout of the digipak is very simply. It consists of a close up of David on the front cover as it is the first thing that the target audience are going to see and the record label hopes that by seeing his close-up the audience will want to know more about him and his new music. It then consists of two similar sides. The middle one has the colours red, yellows and orange randomly splattered across a white background which follows through to the next side. However the middle side also consists of a list of song names which are on the album and barcode. The simplicity of the design portrays the genre a being very simply and laid back as it does not try to complicate things. The randomness connotes the audiences that enjoy the genre as very free and open minded, willing to enjoy the flow of the beat and positive vibes the genre projects.
The bright colours flowing along the rest of the digipak contrast with the black and white image of David, and highlight him as the artist. However although it highlight David as he is different, I think that the black and white show that he is simply and the bright colour of the rest of the digipak connote the life of the music he creates and how much more complex and important it is the music he creates which gives him his title, attracts his fan base and bring a very positive vibe and emotion to people who hear it. The bright colours such as yellow, red and orange represents the genre accurately and shows the audience that the music he creates is very positive and upbeat as bright colours are usually associated with good moods which conforms to the common conventions of dance. The colours may also be linked with an exciting club setting where dance is consistently played, the colours may be used in a dance setting where the genre is played as the setting usually consists of low key lighting however has outbursts of bright flashing lights.
There isn’t much text within the digipak. Typography is only used on the front and middle side (which would be the back once folded in). The typography on the front of the digipak displays David Guettas name showing the consumers who the artist is, if they didn’t already know, the font used is a font which is easy to read and one which David uses to display his name on everything such as posters, and DJ sets, the font is part of his brand image and would be recognisable to his fans which would see it consistently throughout his media products and services. The text is in white which makes his name stand out against the dark background and may catch consumer’s attention. There is also typography below his name which looks as if it has been spray painted on. The writing states the title of his album and consists of the colours gold and white. This font is again very easy to understand and is perhaps used as the graffiti style is very recognized, especially amongst teenagers who are stereotyped for spray painting and gratifying. This may attract the teenage audience and lead them to listening to his music as they feel that they can relate to him as he is interested in the same style as them. The only other text which is used is on what would be the back of the digipak which simply allows whoever is interested to find out which songs are on the album. Minimal and clear text appeals and attracts and audience as it means they get to see more of the visual images as large amounts of text can appear boring without reading it and deter people from buying a product. It means the audience can read the text quickly and easily in order to find out the important information that they need to know.
This digipak has inspired me to create a conventional digipak
When creating my own digipak I will ensure that I use a range of different colours throughout, the use of multiple different colours will make my pack exciting and eye catching. the use of lots of colours will make my pack conventional to there genre. I am interested by the colour black as most other colours contrast against it and allow other images and texts to stand out.
This digipak also contains minimal amounts of text, this makes the pack more appealing to look at and more appealing for users to read. large amounts of text is considered to put users off of reading text based products therefore by keeping text to a minimal will be effective and will encourage viewers to read it.
finally I will also ensure that all text included in my digipak is well presented and is of a suitable easy font in allowing all viewers to read the text comfortably, I will also ensure suitable colours are used preventing colour clashes which will be very unappealing and hard to read.
Your analysis of the digipak above, demonstrates a proficient understanding of the codes and conventions. You have analysed the main points and have considered how the colours, text and artist, all represent the product. However, you need to reference the codes and conventions of dance music in further detail.
ReplyDeleteAlso aim to consider your own inspirations, by focusing on what you would like to include within your own designs, based on your research and annotations.