This document provides guidance on analyzing print promotional campaigns for music. It instructs the reader to analyze the design conventions, mode of address, iconography, imagery, layout, cross-media promotion, and typography used in a digipak and poster for a selected artist. The analysis should introduce the artist and genre, examine each element of the packaging and poster, and conclude by discussing conventions of the genre and how the artist addresses their audience.

1. L/O What makes a good
print promotional
campaign?
Analysis of a digipak & poster
L3 – What are the typical design
conventions of your genre?
L4 – What is the mode of address and
iconography used by your selected artist?

2. What do we
analyse?

3. Main Image – shot type & mise-en-scene
Typography – Connotations of font and different font
Composition – positioning of subject and font
Colour scheme – what is the range of colour used?
Mode of address – what language is used, how does it
“speak” to its audience?
Iconography – what symbols or objects are used to
represent the artist or genre?

4. Music Genre:
Main Image
Composition / Layout Colour Scheme
Typography & Language
a) Shot type
b) Mise-en-scene
c) Background images
a) Cropping of main image
b) Position of main image
c) Size & position album name
d) Size & position artist name
a) Most prominent colour
b) Supporting colours
c) Overall colour pallette
a) Describe the type of typography
b) What colour is the font
c) How does the cover speak to the
audience?

6. Measurement Front Cover Back Cover Left Cover CD Template Spine
 Height: ___________
 Width: ___________
 Spine: ___________
 Artist Name:
____________________
 Album Name:
____________________
 Artist Imagery:
____________________
 Track listing
1. _______________
2. _______________
3. _______________
4. _______________
5. _______________
6. _______________
7. _______________
8. _______________
9. _______________
 Barcode
 Album Credits
__________________
__________________
Label Copyright / Logo
__________________
__________________
 Main image:
____________________
Background Image:
____________________
 Song Title:
____________________
Song lyrics:
____________________
____________________
____________________
____________________
____________________
____________________
____________________
____________________
____________________
____________________
____________________
____________________
Circular Image:
____________________
Background Image:
____________________
 Label logo:
____________________
Label copyright:
____________________
____________________
____________________
____________________
 Artist name:
____________________
Album name:
____________________
 Label logo:
____________________
 Background image:
Digipak Conventions

7. Past students work

10. Music Genre:
Imagery
Layout Cross Media Promotion
Typography & Language
a) Shot of artist – shot type, costume, pose
b) Background images
c) Shapes and style
d) Use of logo
e) Colour scheme
a) Cropping of main image
b) Foreground / background
c) Size & position of logo
d) Cropping of additional
imagery ( single or album
cover etc.)
a) Label logo
b) Where can the audience buy
the album / single?
c) How many platforms can the
audience buy the music on?
a) Describe the type of typography
b) What colour is the font
c) How does the advert speak to the
audience?
d) Reviews from music press

11. Music Genre:
Imagery
Layout Cross Media Promotion
Typography & Language
a) Shot of artist – shot type, costume, pose
b) Background images
c) Shapes and style
d) Use of logo
e) Colour scheme
a) Cropping of main image
b) Foreground / background
c) Size & position of logo
d) Cropping of additional
imagery ( single or album
cover etc.)
a) Label logo
b) Where can the audience buy
the album / single?
c) How many platforms can the
audience buy the music on?
a) Describe the type typography
b) What colour is the font
c) How does the advert speak to the
audience?
d) Reviews from music press

12. Cross Media Promotion Campaign
YOU MUST analyse the poster and digipak of the same artist. Print out in
colour and annotate by hand. You could also do this on a detail
Powerpoint presentation or as a creative blogpost.
1. Introduce the artist, the album and the genre
2. Begin with the analysis of the front cover of the album
3. Then analyse the back cover of the album
4. Analyse the other panels of the digipak
5. Analyse the CD (if possible)
6. Then analyse the POSTER
ALL:
Concluding paragraph
L3 – What are the typical design conventions of the genre you analysed?
L4 – What is the mode of address and iconography used by your selected artist?
Use as much technical language as possible. Try and relate each point to
audience appeal and the genre of the music.