I have analysed 3 different digi packs for this section of the project. All of them have
different aspects which I think are suitable conventions of a digi pack. The digi packs
I have analysed were;
Red – Taylor Swift
Lovestrong - Christina Perri
Turn It Up Louder - Pixie Lott
Taylor Swift – Red digi pack
Alternative Front cover
Target Audience - I think that Taylor Swift is targeting her digi pack at teenagers as
she has used a very interesting use of colour, MES, and camera shots to appeal to
the teenagers’ girly side. Her target audience would be of a lower class and are the
type of people who idolize Taylor Swift. I think that she encourages this by using
predominately promiscuous colours like red and pink. The way that Taylor Swift is
dressed in the images is the types of clothes which teenagers would like to wear or
see she is wearing and dress the same to they can be the same as her. This is a
similar target audience to our own so it might be a good idea to look into the style of
design. So when it comes to make my ancillary task as this is aimed at the right
target audience and I want to make sure that I am targeting my digi pack at the same
target audience as my music video.
Image Analysis – Taylor Swift never looks directly at the camera for any of her
images for the digi pack. It is this lack of eye contact which makes me think that she
wants to have an air of mystery about herself. I think this is very interesting as this
challenges the normal conventions of a digi pack.
On the front cover the digi pack is a close up of Taylor Swifts head,
showing her iconic red lipstick and like a lot of other photos we see
of Taylor Swift in the press she is wearing a bowler hat which isn’t a
typical thing to wear for a woman of her age. This is iconic to Taylor
Swift as she is seen wearing this in a lot of music videos and has
been photographed in the media wearing similar hats. Many young fans are aspiring
to be like Taylor and wear clothing like she does. The hat casts a shadow over her
face making it hard to see her face, which gives me the impression that she is trying
to hide form something and since the songs on this album are about her brake ups of
the past then this makes me think then is she trying to hide from these? This is
something that we could do with our artist to convey a message across to the
audience using visuals like Taylor Swift has done in her digi pack.
On the back of the digi pack the image has been taken at a low angle which gives the
impression that the audience is looking up at Taylor Swift and gives her
more power. It almost makes you think that as you’re looking up at her,
that you must idolize/worship her. This is quite a natural angle and
makes it look like she has been photographed when she wasn’t looking;
this candid shot has become more popular in recent years as people
want to seem more mysterious. Again she is wearing glasses which
makes me thing that she is trying to hide her eyes from something, and
since all the song are about break up the glasses might be there to give the
impression that she is trying to hide red, puffy eyes like she has been crying over a
Titles, text and typography - The main title of the piece is in bold red font which is
quite simple compared to some of the typography I have seen on
digi packs in the past. The colour red again appears on the front of
the digi pack which is iconic to the artist. However, another front
cover was made by the artist who outlines the word red in this low
level opacity. So you can see the image underneath but the iconic red
colour shows through more. On the back cover of the digi pack the text
again is quite simple like the rest of the digi pack, giving the audience
the idea that she is a simple girl. This could make some of the audience
feel that the music or lyrics or music may also suffer from the same simplicity as the
image on the cover.
How is the artist represented – I think that the artist is represented as this innocent
person who is trying to be an icon to many young people around the world. She is
represented as this girl who is incredibly natural as she wears simple coloured
clothing which like her style is very natural in its self. The images them self have a
vintage style about them which brings me to think that she is trying to be ‘old school’
about her approach to this album.
House Style – This digi pack has a excellent over all house style as I think that as the
designer has put a lot of thought into what style of image Taylor Swift
is trying to create for herself as all of the different parts of the digi
pack marry together to make this really interesting as
the way that he has used colour and text to make sure
everything follows the same style. The iconic Taylor
Swift colour red is used throughout the piece whether it is on the bars
which can be seen not only on the disk but on the back cover is well.
The text on the cover and on the disk both has the same colour red to decorate the
Record Label – Taylor swift is signed with big machine records and universal music
group. Big Machine Records is an independent American record label specializing in
country music artists. However big machine Records are also linked to the largest
music record company universal music group. This means that any film or TV
program that is made by the universal group can have access to Taylor Swift’s music
for their own gain. So you could be watching a film and then one of her songs could
just come on, so for someone who might not normally listen to that genera, could
then become attracted to this music, buy the album and then become a fan. This
widens Taylor Swifts target market.
Christina Perri – Lovestrong digi pack
Target Audience - I think that because of the black and white effect of the image
Christina Perri is trying to attract a more sophisticated mature audience, around the
age of 22 – 25. I think this because she is in that age group herself then she can
target her music more directly as she knows that if she likes it they it’s a good chance
that they like it is well.
Image Analysis – The image of Christina Perri is a mid shot showing the simple
clothing she wears in almost all of her music videos on this album. Again she is
wearing black and white clothing which is held up by braces, showing this
sophisticated style which they are trying to achieve in this digi pack.
She is wearing a sleeveless top showing off her tattoos which might
be extremely appealing to a male audience who find these
appealing. This causes juxtaposition between the smart style and
the tattoos and confuses the audience as she is vied as a good
looking female but the rough looking tattoos look out of place on
this beautiful female.
Christina is looking directly to the audience with a promiscuous facial expression
trying to have sex appeal for the viewing audience. She is stood is quite a
promiscuous position which is appealing to a male audience. This brings to mind the
male gaze/ voyeurism which makes me think that she is positioned in this way to
appeal to the male views of these music videos.This is the only image used in the digi
pack which challenges the normal conventions of a digi pack as they normally
feature an image on both the front, back and CD design of the digi pack.
Titles, text and typography – The main text on the digi pack is clear and easy for the
audience to read. It is slightly distorted to match the style of
image/music. This typography is every plain which suggests that the
artist is quite plane herself which isn’t the normal conventions of a digi
pack as normally the text reflect or says something about the artist. This is the same
for the text on the back of the digi pack and on the CD.
How is the artist represented – I think that the artist is represented as a mature
woman who is in control of her situation. She is a strong independent woman who
knows what she wants and knows how to get it.
House Style – Christina Perri has a strong house style over the course of her digi
pack. The digi pack follows the same colour scheme (black and white) throughout
the whole of the digi pack. It has quite a plain style over all of the digi pack. The
house style follows a very simple design, with a simple layout which is easy on the
eye. The connotations of this are that she uses text, images and colour to show a
strong feeling of style.
Record Label – Atlantic Records is an American record company which is best known
for their many artists in the style of rhythm, blues and rock and roll. So Christina
Perri’s pop style seems to stand out in this independent company. In 1967 Atlantic
became a wholly owned subsidiary of Warner Bros.-Seven Arts, now the Warner
Music Group but still trade under an independent name. Warner Brothers is a
massive company and has many links to TV and film. This means that Christina
Perri’s music could be used in these medias which would really improve her
popularity and her awareness.
Pixie Lott – Turn It Up Louder digi pack
Target Audience - I think that she is trying to target her digi pack at teenage girls
aged between 16 – 19. I think this because of the colour, images and styles used in
the digi pack. The way that all of the text is highlighted in different colours attracts
these girls as one of the colours is a strong pink. The type of clothing which Pixie Lott
wears in the images is the type of clothing which girls this age would wear. I think
that the target audience look up towards Pixie Lott as a role model. They aspire to be
her and not only to be her but also to stand for all of the morels which she makes so
Image Analysis – The images used in this digi pack are quite interesting as she has
direct eye contact with the audience through the images used. This is normally the
main convention of a digi pack as you want to make the audience feel as the artist is
looking directly at the audience. It is quite interesting how the image
on the front cover in black and white but the image on the back
cover is in colour. This is quite strange as normally all of the images
used in a digi pack all have the same editing/style. This makes me
question the motive behind the designer’s choice of editing of the
images in question. Did he do it to how that Pixie Lott has different side to her or
was it just because he wanted to showcase the artist’s name which is in bright pink.
The use of props in the image again is very interesting as Pixie Lott is holding a thick
chain which looks like she is trying to rip it of her body.
This suggests to the audience that she is trying to break out of the
normal conventions as an artist and that she is trying something new.
Which is quite relevant as in a press release for the album, she said
“that I’m just trying to be me, the real me” so is she ripping of the
chains that has been holding her back all this time. This would appeal
to a target audience as they may have had similar feeling at one or
more times in their life. On the back cover of the album, pixie Lott is
quoting in quite an interesting position as I think she has done this to
have conveyed a message of lust to the audience. This image is Pixies attempt at
being sexual to an audience.
Titles, text and typography – I found the text to be the most
eye catching part of the digi pack as the bright pink text which
is used imminently cached my eye, which is exactly what you
want a digi pack to do as you want to draw the customer’s attention to your digi
pack when it’s on a shelf. Pixie Lott’s album is a great example to this as you would
see the bright pink text and want to go over and see what album would use such a
colour. The fact that the designers chose to use a promiscuous text when designing
the digi pack again appeals to a female audience. This style is then see throughout
the digi pack as the rest of the text used is thin, sleek and modern. It is this font
choice which has such a good impact onto the audience. On the back cover of the
digi pack, the designer chose to highlight the words “bonus tracks” in white when all
of the other text on the back cover is in black. This makes me think that the designer
wanted your eye line to be drawn to the fact that they is bonus tracks included in the
How is the artist represented – I think that from this digi pack the
artist is represented as a strong independent young women, much
like the style of Christena Perri’s album I also analysed. I think this
because she represents herself in a way which looks strong. I get this
feeling from the way that she is stood in the images and the colour
schemes the designers have chosen to use. In the images she is stood
in quite a strong position which I think was used to inspire the
audience, and on the back was used to appeal to the male audience.
I think that both images was used to empower the audience and
make them think that they could one day be like her.
House Style – I think that Pixie Lott has used a strong overall house style of the digi
pack. She has used a consistent colour scheme throughout the product and given a
good picture about who Pixie Lott is. The consistent font and style which can be seen
through the digi pack in interesting but it works as it looks professional but also gives
a good idea to who the artist really is.
Record Label – Pixie Lott is signed to the record labels Mercury Records and
Mercury Records is an American based record label which is part of the universal
conglomerate. In the UK it operates through The Island Def Jam music Group and
Virgin EMI Records. They normally focus their interests into artists who are related
to the jazz categories of music. But also reach some other artists to see if they can
penetrate other markets, for example with Pixie Lott and the pop/folk industry.
Interscope Records who Pixie Lott first signed for is an American based record label
that is again owned by the universal music group (conglomerate). IT was founded in
1989 and is now home to over 146 artists in either the pop, R and B or Acoustic
After conducting my research.
After researching these digi packs I have through of 5 things which I have learned
from my analysis of Red, Lovestrong and Turn it up louder. These are;
To make sure that the choice of costume in the images conveys the right
messages to the audience.
Make sure that I use strong colours of which the connotations reflect the
artists true feeling of the digi pack.
Use a text which is appropriate to the topic and convey a message to the
audience, also by selecting the right colour scheme to show a strong house
Think about the type of record label that the artist is signed to as we have
created an artist that is new to the scene of music we must make sure that
we give her as much publicity as we can, so she must be signed or in a
subsidiary of a larger company.
Make it clear` that the digi pack reflects everything that the artist stands for,
as we have spent a lot of time crating this life for he the ancillary tasks should
reflect this effect we have gone to design the perfect image.