The document discusses different types of CD packaging, called digi packs. After visiting a music store, the author noticed that digi packs with bright, bold colors stood out more than those with pastel or light colors. Darkly colored digi packs also caught the author's attention. More complicated packaging tended to blend in. Each genre of music seemed to have its own typical packaging styles and conventions. When designing a digi pack, the author will need to consider the conventions of their music genre and target audience.

1. Digi pack research

2. TO start the research into the different types of digi packs that artists use to sell their albums, I visited HMV to have a
look at what stood out and what draws individuals over to certain CD packaging. While in the shop, I was straight
away drawn in by the bright strong block colouring of some of the digi pack casing, the bold colours stood out more
compared with the pastel colours and light coloured digi packs. In contrast with this, the extremely dark colouring of
some of the digi packs also drew me in. however, the more over the top and complicated the packaging was the more
it faded into the back ground of the cd stand, this was in my opinion. The dark colouring and simplicities of some of
the packaging was not what I expected to be typical codes and conventions of advertising an artists album but at a
closer look I realised that each cd packaging fitted with the codes and conventions of the music genre, each genre of
music is show and presented to for fill what the audience want and expect from different genre music/packaging to
help differentiate the genres through just looking at the packaging. When creating my digi pack I will need to keep this
in mind and think carefully about the codes and conventions of my music and advertising to ensure it fits with the
target audiences expectations.

3. Sam Smith – The digi pack for Sam smiths new album is very
plane, it fits with the codes and conventions of his music as it
reflects the purity and innocents that he portrays in his music
video. Along side many of his music being narrative/concept
and intertextual the front of the album represents that through
the simplistic of the case as the target audience which would
be young adults and possibly the GBT community could
interpret in different ways and they wouldn’t expect an over the
top album cover as it wouldn’t fulfil the codes and conventions
of the genre. The album cover has both his name and the
name of the album on the front, both in the same font which is
unusual. The back of the case is again very simplistic, the
songs are written in a similar font to the his name and the
album name just not in bold and the record label simple is also
included on the back.