The digipak features a simple yet dramatic close-up image of Birdy wearing minimal makeup, suggesting the focus is on the music rather than her image. The same font is used throughout to provide unity, while text is kept to a minimum. Muted colors connote the music will not be extravagant but simple and pure, using cream instead of white to add vintage feel. The layout is symmetrical and balanced with the track listing organized for easy reading. Overall the simple design implies an indie genre.

1. Digipak
Analysis

3. Front cover: Main image- The
full bleed image that is the
focal point of the cover is
simple yet dramatic. Birdy is
wearing simple clothes and
minimal makeup; she isn’t
being overly sexualised (which
is a common occurrence for
some digipaks). This leads us,
as an audience, to feel like the
music is considered more
important here, as opposed to
the actual image of the artist.
Also, it appears dramatic due
to the lack of colour but also
due to the contrast between
the artist’s hair and skin; this
leads us to infer that the
music will be about the music
rather than the artist. It also
uses a shallow focus to see
the artist, this suggests that
we will be focussing on her, as
a person, in the music
Typography- The same font is used
throughout the digipak, this connotes a
sense of unity and therefore ties it all
together. There is a second font used for
the fine print; but, as it is very small, it is
not the first thing the reader will notice.
Text, as a whole is kept to a minimum
and this goes well with the simplicity of
the image- nothing is included that does
not need to be there. Also, the font uses
dots in many points of the typography
and this adds the element of something
being different. Due to this, the artist
isn’t presented as being generic.
Colours- As a whole, the colours are relatively muted in comparison
to other digipaks on the market (for example, Rihanna’s Loud) and
this used to connote that the music may not be extravagant and full
of flourishes and drama, but it will be simple and pure. And this is
how the digipak is presented to the audience. However, instead of
using white (a colour stereotypically associated with purity and
innocence), cream has been used. This adds a vintage feel to the
album and makes it like it something to be treasured. As an accent
colour and text colour, only black is used, this stands out well against
the lighter tones and works well to establish a ‘simple’ theme.
Genre- The overall simple
look of the album gives the
impression that it is of the
Indie genre. This is due to
the less dramatic portrayal
of the artist and the
neutral colours. However,
as her face is displayed
front and centre, we can
assume that she is an
established artist and so
who she is may be a vital
selling point (this is Birdy’s
2 studio album.)
Layout- The layout is
relatively simple.
Everything is balanced
and centred, with a
relatively symmetrical
result. The artist’s name
and the album title are
place on either side of
her close up. Also, the
track list is organised so
that each track is
centred on its own line-
this allows for easier
reading by the audience
as each one has some
degree of separation
from the track titles
around it. The barcode
and fine print are
organised in a similar
way and each are
centred to the digipak to
result in a pleasingly
balanced layout.

5. Layout- The layout for this is considerably
different to Birdy’s Fire Within (2013)
primarily due to the fact that it opens out
to reveal two discs (the CD and a ‘The
Making of Loud’ DVD). This particular
edition of the digipak was the deluxe
edition which, as you can see, features
two discs, a digipak, and a secondary
outer case. However, there is only one
image that occupies more than one
section of the digipak- this adds a sense of
unity and leads the audience to see the
CD as she is almost looking in its direction.
Images- All the images within the digipak
for Rihanna’s Loud are all presenting
Rihanna a certain way. The use of red
throughout connotes passion and lust as red
is typically an iconic signifier of these
feelings. The main image, on the cover, uses
red to draw the viewer towards her red lips-
even the artist herself is looking down at
them. The red hair and lips (and red accents
on her clothing) use the stereotypical
connotations of love and lust to sell the
album. Even the roses behind her (inside the
digipak) are an iconic signifier of romance. In
addition to this, the photo on the back,
features the singer posing relatively
seductively amongst a dreamy white
background. The whole purpose of the
chosen images, it seems, is to sell Rihanna’s
sex appeal. All of the photographs her
portray her as looking sensual due to the
vibrant use of red (a stereotypically
seductive and passionate colour), the
emphasis on her lips, the obvious presence
of red, and her arguably suggestive poses.
Colours- The colour palette in this
relatively limited; it consists of cream/light
brown, red, and dark green. Each colour
signifies a specific message. Red is an
iconic signifier of love, lust and passion as
has so been used frequently to add to the
artist’s sex appeal. The cream/brown
implies a calmer atmosphere and the dark
green adds mystery but also suggests that
she is very much authentic, she is being
herself (green is a colour of nature).
Genre- Primarily due to the fact that
the artist features heavily on the
digipak (through a series of mid-shots
and close-ups) I can presume that
this digipak represents san album of
the ‘Pop’ genre. My educated guess
stems from the fact that the artist
herself appears to be a main selling
point of the album which leads us to
infer that her brand is likely to be well
establish and appeal to a mass
market. As a result, it is most likely
that she is a influential Pop artist.
However, the high use of red (also
considered a rebellious colour) would
suggest that she also has a slight
edge to her. This, as well as the
album name ‘Loud’ (which has been
included is low-key font so as not to
detract from the artist) suggests that
she may also part of the R&B genre.
Through this digipak, we can see how
she may appeal to both the Pop and
R&B market.

7. Images- There are only two
images pictured in the digipak
(one of the artist, and another
featuring three roses on the CD).
The mid-shot of the artist crafts a
necessary representation of her
which is needed to appeal to her
target audience. She is presented
in front of the typography of her
name which connotes that she is
putting herself forward to try and
create a relationship/connection
with the demographic. Her hair is
styled in large ‘Hollywood’ style
curls and is tucked behind her
shoulders. This dated hairstyle and
vintage look connote that this is
the type of music she makes-
older, more soulful, indie music.
Also, as her hair is tucked back,
the attention is drawn more to her
body, in combination with her red
lipstick, this adds sex appeal. Also,
the way in which the text is in
between her and her background,
it gives a sense of isolation and
implies that she feels detached
from her surroundings.
Genre- The genre, in my opinion, can be identified as Indie, with an
influence of Soul (R&B/Jazz). This can be estimated from the use of
muted colours, the artist’s vintage style, the bright background,
and the contrast between her negative/insightful emotional
atmosphere and her background’s positive atmosphere. She also
isn’t using facial expressions or body language to appeal to the
audience, she is simply just standing there which shows how she is
different from a lot of artists in the mainstream industry. Also, the
track list of her album is kept simple- this is often done in many
indie albums.
Layout- The layout is relatively simple
and typical to those in the indie
genre. There is a front and back cover,
and a small book that goes in
between. This small booklet contains
lyrics to the song. This gives the
impression that the artist feels the
music is very important and so wants
to put that across and so give the
audience a physical copy of the lyrics
so they can get the full meanings.
Also, for the track list, the songs are
all grouped together and are not
separated by lines, this gives the
impression that they all are a part of
one another and interconnect.
Similarly, the way in which speech
marks are around each song title
suggests that each title comes from
somewhere and has been quoted to
the artist- this adds to the impression
that the album is very personal and is
representative of the artist and her
life. As well as this, the album title is
featured behind the artist which
suggests that she may be detached
from her surroundings and potentially
her identity and is instead labelling
herself (the title is directing on her) as
‘Born to die’.
Colours- The colour scheme is relatively muted but varies between
three main colours: blue, cream, and red. The high contrast used
gives the digipak a slightly fake vibe but however it is polysemic in
the sense that it also suggests a positive, nostalgic atmosphere.
This gives the impression that this album is a look back on the
artist’s life. The blue and cream tones used contrast well with the
boldness of the red and connote the potential serenity and
tranquillity of the album whilst the red implies danger, rebellion,
love, and passion.
Typography- The majority of the text on the digipak could be
considered heading text; all of the heading text uses one font, with
another being used for the body text. Using such a limited range of
fonts adds a sense of unity and connects the elements of the
digipak together. Also, as the text is so bold, it works well to catch
the viewer’s eye and, in doing so, it entices them to read further
into the album.