The digipack depicts Beyoncé standing on a rooftop overlooking a dull cityscape, dressed in a purple coat against the plain background. This positions her as powerful, looking down on the industrial area below. The worn floor contrasts with her wealthy appearance. Beyoncé uses sex appeal and golden skin tones contrasting with the suburban setting to sell her music. She stands centrally, representing her iconic status as a symbol of female empowerment. Formal sans serif font and high key lighting highlight her face, portraying her as special. The narrative shows Beyoncé looking over her possible roots to portray her conquering the world with music through her powerful, majestic pose.

1. BEYONCE
DIGIPACK ANALYSIS

2. The setting used in the digipack is a rooftop city scape and this gives off the idea that Beyoncé is looking down on
those below her and is possibly more powerful. The colours within the setting are fairly dull and plain which helps
to create a contrast between Beyoncé's purple coat, as well as the CD colour. The setting used looks similar to
that of a industrial/working based area and when placed below Beyoncé it makes her seem as if she is looking
down on this specific type of living. The floor in which Beyoncé is photographed is worn down and looks as though
it hasn’t been cleaned for a while, as well as the white being dirty and unkept. This creates a contrast with the
clothing and overall appearance of Beyoncé, due to her looking wealthy and her surroundings looking the
opposite.
S E T T I N G

3. Beyoncé is seen wearing a purple coat which holds connotations of wealth and royalty
which could possibly suggest that she sees herself as a powerful and wealthy figure.
Beyoncé's lack of clothing creates a sexualised image and makes it seem as if she is
using sex appeal as a way to sell her music. The golden skin tones contrast with the
area in which the shot is taken as she represents a tropical area whilst being shot in
what is clearly shown as a suburban area.
C H A R A C T E R S

4. Beyoncé is placed in the centre of the front cover which is iconic for album covers of the
R&B/pop genre. Beyoncé herself is an iconic figure of womanpower worldwide and this
is represented by her standing above a city scape and seeming to look down on it as if
to present herself as a powerful female figure.
I C O N O G R A P H Y

5. The use of sans serif font creates a more formal approach for the album, but due to the
majority of writing being in capitals, this formality is decreased. The lighting used is
mainly high key lighting and comes from above her in order to light and highlight her
face and this creates the idea that she is special and outlines her skin-tones.
T E C H N I C A L C O D E S

6. The narrative style used within this digipack is a narrative and this is due to it looking
like Beyoncé is looking down at a worn-down city which could possibly be her roots and
where she grew up. This is contrasted with Beyoncé now, who is shown wearing
expensive clothing whilst looking powerful and majestic. The fact she is looking over the
city gives the impression that she is possibly aiming to conquer the world with her music
due to her standing position and the way the photo makes her seem like she is bigger
than the grand scheme of things.
N A R R A T I V E