The digipak for Florence and the Machine's album "Lungs" uses imagery and design elements that tell a narrative. The front cover shows Florence Welch against a mossy wall in a woodland setting, with flowing sleeves that create a storybook theme. Her short hair and pale skin also relate to the indie rock genre. The CD art shows her profile in black and white, looking up with her arms wrapped around herself, suggesting fragility. Icons of lungs and a heart with grasping hands on the back cover continue themes of emotion and the human body. Overall, the packaging draws the audience in with hints of a conceptual narrative around fantasy, youth and understanding the artist's story.

1. AmeliaCranstoun
Digi Pak Analysis
Florence andthe Machine
‘Lungs’(2009) by Florence andthe Machine has an albumwhicheludesasense of the artistsidentity
and the use of imagesandfontsshowelemetnswhichIcanrelate to Lacey’srepertoire of elements.
The fornt coverof the digi pakshowsFlorence welch standingartfullyagainstamossywall with
branchesand blossoms,whichgivesthe mise enscene a‘make believe’woodlandfeel.Herstance
showsherwiththe arms limp,hungaroundherheadand her sheer swoopingsleevesaddtocreate
an almoststorybooktheme. She isshownwearingapairof longsattachedby a ribbonaroundher
neck– thisrelatestothe title of the album.Florenceshairisalsoshortand sweepedaroundher
neckexposingherpale andpure skin.The hairisstyledinanunconventional lookwhichrelateswell
to the bandsindie rockgenre of the albumandopposestomost mainstreamlooksseeninother
popularmusic. The CD art isa profile imagine of the frontwoman,posedinblackandwhite.The
singerisshownlookingupwardswiththerarmswrappedtightlyaroundherself,suggstingasense of
insecurityandshyness.Thislinkstothe frontcoverstheme of innocence andmake believeand
therefore suggestsatheme of purity.
As the albumisnamed‘Lungs’andthe singerisshownwearingasetof fake lungsitisobviousthata
theme of iconographyisused.Thisconnectswiththedigramof lungsonthe backcover,appearing
almostlike anx-ray.The CD art howevershowsapairof hands graspingwhatwe can assume isa
heart.Thisruns withthe repeationof organs,inferingasecondtheme of emotionandfragility.The
handsare positionedaroundthe heartinafirmand claw like grip.Thisrelatestoa possible
inferance of heartbreakwhichmay linktothe track listingsonthe album.Tiscreatesa juxstaposition
betweenromance andthe biological andphysical.
The Digi pak showsa narrative as the runningtheme
os of storybookfanatsyandyouth.It enticesthe
audience topurchase the cd as the forn coverand
the title ‘Lungs’,intruigesaneedforundertanding
and a reasonbehindthe artistsstorylke and
coneptual narrative.