The document analyzes the design conventions used in the packaging of the indie band Dark Circles' album. Some of the key conventions included are: a minimalist black and white aesthetic throughout with the band and album name in a sans serif font in the center of the front cover. Inside panels include the CD with track listing, a booklet with lyrics, and a band photo continuing the nature theme. The back cover lists tracks in a central block of text rather than a vertical list to be visually pleasing. Overall it establishes a strong and consistent house style while challenging some conventions to prioritize artistic design over standard formats.

1. TEXTUAL ANALYSIS OF
DARK CIRCLES DIGI PACK

2. Front cover
• The front cover of this Digi pack is very simple, only
including the name of the band and the name of
the album. This encourages to pay more attention
to the visually pleasing photography. This is often a
convention of indie album covers as the target
audience are likely to have an interest in art and
photography.
• The font used is a small, modern, sans serif font.
There are spaces between each letter and the text is
placed directly in the centre of the album cover.
This adheres to the rule of thirds.
• The image is in black and white and this creates a
moody and artistic aesthetic. Using black and white
photography is a convention of indie media texts
and it is seen to be artistic.
• The image is of some hills and clear sky and has
somewhat peaceful connotations of nature and
summer.

3. Inside Images
• The middle panel encases the CD itself. The CD is plain grey and is in keeping with the black and white aesthetic and house style.
The CD features the name of the band and the name of the album and this is laid out in the same spaced out font as it is on the
front cover. This helps to create a strong house style. The CD also has the copy right laws running along the rim of the CD this is a
convention of all CDs. There are also the logos of Rough Trade records and ETB records. Rough trade is an indie record label that
signs small indie bands.
• The left panel encloses a small booklet with the the lyrics to the songs inside it. Displaying the lyrics to the songs on the album is
a convention of most genres but especially common within the indie genre. This is also displays the bands name and the name of
the album in the same font.
• the final panel on the right feature the band in the same mountainous landscape that is seen on the front cover of the album. This
helps to create continuity throughout the product and creates a strong house style. Having an image of the band on the inside
cover of the Digi pack is another convention of the indie genre. This is because the band are not represented as celebrities that
are idolised by fans. They place the importance on their musical talent and creating aesthetically pleasing artwork that works well
with the theme of the album.

4. Back Cover
• The main image on the back cover is of a
twisted root. This is in keeping with the theme
of nature that is spread though out the Digi
pack.
• The layout of the back cover also works well
with he rest of the albums minimalist theme.
The layout is similar to that of the front cover
as the track listing are not laid out in a list
format (as in conventional) but a small central
block of text. This challenges conventions of
having the track listing in a vertical list in order
to create a more visually pleasing back cover
that is more gratifying for the audience.
• The names of the tracks relate to the natural
minimalist theme of the album e.g. “sinister
shores” “hornets nest” and “isolated”
• At the very bottom of the album there is a
barcode, copy right laws and the logos of the
record labels the bad are signed with. All of
these features are very common conventions of
digi pack back covers of all genres.

5. CONCLUSION OF CONVENTIONS
• Minimalist design- the album has a simple, modern and clean cut design that challenges other
conventions in order not to compromise on style.
• Strong house style- the black and white photography is used through out and this creates a
strong moody and artistic style that is complimented by the modern white font that is used on
every panel. This creates a sense on continuity and brand identity.
• Copy right laws on cd and back cover- I will include this on my own product
• Logos of record labels on CD and back cover- I will include this on my own product
• Image of the band on the inside panel rather than front cover- the band are not represented as
celebrities that are idolised by fans. They place the importance on their musical talent and
creating aesthetically pleasing artwork that works well with the theme of the album. I will include
this on my own product.
• Lyrics included in a booklet- I would like to include the lyrics in my own digi pack but I am not
going to create a booklet, instead I will place the lyrics to one song on the inside cover.