1) The document analyzes and summarizes the key elements and intended messages of three different album digipaks - Beyonce's, Kanye West's, and David Guetta's. 2) Common elements examined across the digipaks include the use of colors, images, and fonts to convey messages about the artist's image and the potential genres and themes of the music. 3) The analyses suggest the digipaks aim to attract different target audiences and manipulate viewers into listening to the albums through their visual design elements.

1. Digipak Emily Norman

2. Beyonce's Digipak Beyonce’s digipak has a dominant picture of her, which is a full picture of her from head to toe. The main colours are quite dark but the light behind her makes her stand out more. The white writing stands out against the black background. With the main picture she is showing her dominance with the way she is standing could suggest that she wants people to look at her, but with the sophisticated look she doesn’t want to give off the wrong image of herself. The use of her wearing leather suggest that she can be quite rock’n’roll and could mean that some of her music may be inspired by the rocky type. The pictures behind are very ‘sexy’ and provocative as you can see some of her body, which gives off a mysterious look about her because we cannot see her face but her showing her body may suggest that some of her music is ‘sexy’ and mysterious. She has also put three other album covers, which might suggest some of the songs on the special edition album and can also show her love for music and has had previous albums. The use of her tight clothing could connote a provocative image of herself and could mean that some of her songs may be ‘sexy’ and reflect her image of the digipak. The font is quite old fashioned which we would normally see in the Victorian era, this could suggest that she is quite sophisticated and because of the use of posh Victorian writing, could suggest that she is looked up at by so many people who idolize her. The first CD is quite a simple design but it reminds me of a 12” disc that was used in the 80’s, this could suggest to the audience that she enjoys the look of the 80’s and one of her songs ‘Work It Out’ which features on the album, and in the music video she may have been inspired by having a big afro in the music video. The second CD is a simple but effective because of the lights reflecting off of it, this could suggest that she wouldn’t the album to be simple but with the lights coming off it gives it an appealing look. I think that the target audience is young adults to adults because of the imagery used for the digipak. As you can see from the first cover she is holding her arms up behind her head with a diamante top on, this is showing the revealing side to her and this could be more appealing for men as this could be seen as the male gaze. I don’t think that the genre is evident but by looking at the digipak I get the impression that the music is quite rocky. This is because of the use of the colours black, which connotes quite dark and mysterious music. I think that she might have used this colours to give the impression to the audience that there is a slight mystery to her music and used to this to manipulate people to listen to her album. I think that this is successful because she is a well-known music artist who is known globally. I think that this digipak might have been a success because it includes some of her number 1 hits.

3. Kayne West This is Kayne West’s digipak; when you open out the digipak we instantly see a picture of the artist. I think that this picture is quite dominate because of the background colours which make the colours coming off him stand out which makes the audience see his picture. I think that the layout is quite simple with the colours and the pictures are not showing much detail. But with the pictures they may not show detail but they might be significant to him. With the picture of the love heart shaped balloon we get the impression that the album might have love songs because of the love heart. But if you look closer the balloon looks deflated, which might connote that some of his songs are sad because he lost something in his life. The use of colours make the pictures stand out a lot, with the picture with Kayne West we see some bright colours coming off his jacket which might suggest to the audience that some of his music lively because of the bright colours. The use of his arm being crossed against his other one might suggest that he is hiding something that might make some of his music mysterious. I think that the target audience is young adults because of how the simplicity attracts to an older audience. Whereas, if a younger audience was to see the digipak then they wouldn’t find it appealing because the colours are simple and the layout is simple too. So an older audience would think that it is created for an older audience because of its simplicity. I don’t think that the genre is evident but the audience might think that it is classical because of the colours and because of the simple layout. The actual genre of the album is r’n’b, which isn’t evident with this digipak. Kayne West might have wanted it to look this way so that people would buy it and listen to it without the genre being on the cover. I think that this is successful because of the simplicity we think that the album is good because his music might be easy to listen to because of the use of the digipak and how it manipulates people to listen to it.

4. David Guetta This digipak is made for David Guetta, I think that the layout reflects his music and how he may be in person. The colours are bright and bold which might represent his music which is dance. When the audience see this digipak the audience think of happy music because the colour yellow connotes being happy and many people may represent it as the sun. The use of the colours is put in a simple payout but is effective as it makes us look at the back cover. The colours are appealing as they are ‘pretty’ colours and makes us instantly think that the music is going to be easy listening to. The font is quite bold which David Guetta in capital letters; this is because he wants his name to be seen but can reflect on his music which might be seen as loud and out there. Underneath his name we see one more love in lower case which states the name of his album, but the name of his album might suggest that some of his songs are to do with love or being in love with someone else. This is because of the use of ‘one more’ which suggests something extra. I think that the target audience from looking at this digipak is young adults because of the use of colours, which are bold and bright in which people might relate to it being dance music. Also the music artist looks young himself, which might be an appeal for people to listen to his music. The use of him wearing these glasses can relate to a younger audience as many people are wearing these kinds of glasses in this present day. But the expression on his face looks quite serious which might suggest that he is serious about his music and that he wants people to enjoy it. This picture can be seen as dominant and over powering because of the way he is positioned and the glasses give off a mysterious feeling of the artist. I think that the genre might be evident to the audience as the bright colours might give away that it might be happy dance music which people are happy to listen to. David Guetta name is bold which might suggest that his music is loud and very recognisable in which many people know his music when they hear it. There might be more to the genre than the audience think, because the front of the digipak is quite dark so many people might think that his music is rocky because the use of the colour black is associated to rock music. I think that this is successful because the use of the contrasting colours works well with each other. With the dark colour being at the front gives a mysterious feeling to the audience and then when they look at the back cover they can see that it is bright colours and people’s opinions might change for the type of music it might be.