The document analyzes and summarizes the themes and design elements of three different album digital packs (digi packs). The first digi pack discussed uses beige colors and images of hands to create a calm atmosphere. It prominently features the band's lead singer. Rihanna's digi pack uses red colors and close-up photos of her to convey passion and emphasize that she is the focus. Her name is barely visible, showing she relies on her image more than words. The third pack, by The xx, has a minimalist design with large black and white X's that stand out from others. It targets an alternative audience by emphasizing the music over photos or words.

1. Digi Pack analysis

2. The scripts digi pack has the same theme running it through it with beige soft colours to give the
album almost a calmness. We have the image of two hands holding each other on the front and
then on the back this may be a reference to the painting where God Stretches out his hand to
Adam. The CD is dark with gold markings making the symbol all the more prominent and the front
cover has the image of the whole band in black making them stand out against the pale field
creating a contrast. With layout Danni is at the front and takes up most of the image compared to
is other band mates showing the audience that he is the lad singer. The track selection is very
small and to the side at the back as though it is inferior to the stunning image. The bands name is
relatively small on the front but stands out against the pale colours so is still quite visible.

3. With Rhianna's digi pack we can see the clear theme of Read from her hair, lipstick, and roses and
red can symbolise passion, lust, heat and danger which she may be trying to convey to her
audience. All the images are off her showing us that the focus is on her. The album names loud is in
very thin font and is barely visible showing us the she feels that she is well known enough and
doesn’t need her name or album name to sell her CD just her face. The pictures in the digi pack are
very clear and precise . The genre is pop but the photos have managed to make It look more
sophisticated with how elegant and well executed they are. This is definitely a mainstream digi pack
as it would suit most audiences with bright colours, no real underlying meaning and a poplar artist.

4. The xx’s digi pack is extremely simple with large x’s in inverted colours (black and white) this makes
it stand out against the crowd with its minimalist look. There is a small amount of writing on the
inside but the album is showing that words and photos don’t matter just the music. The target
audience is clearly an alternative group and is not mainstream as not many people would go for this
look more a niche market.