The document discusses the design process for a digipack and album advert poster for a music video. Key features from the music video, such as its black and white color scheme and promotion of the star image, were incorporated into the print designs. An accordant theme was maintained across both pieces through consistent use of font, color scheme juxtaposing black and white with color, and images like a triangulation overlay and engraved banners. The designing process helped familiarize the author with photo editing software while complementing and developing the narrative of the music video.

1. EVALUATION QUESTION 2

2. MUSIC VIDEO
Since we decided to do a photoshoot for the digipack and album advert instead of
featuring stills from the music video (minus the polaroid pictures on the left inside
panel), it meant that I had to identify features from the music video that I would be
able to incorporate into the design of the digipack and album advert.
The features I identified were:
o Colour scheme- The black and white colour scheme that features in select
scenes. This could be in terms of the narrative and the binary opposites seen
through the black and white effect and happiness and sadness. I felt I could
incorporate this into the print work by having it juxtapose with the colour.
o The pop genre- This means being bold and creative with the designs and
dramatic. But also for the design to still be simple by having a consistent theme.
As we are adopting Goodwin’s generic convention of promoting the star image.
o Promote the star image- in our music video we promote youth, through the club
scene. This is one of Goodwin’s conventions for a music video. Which is why
keeping this in mind, for the digipack and album advert poster is vital. For
example having a website of the artists on the poster and having close ups of the
face.

3. STRUCTURE
I created the album advert poster first and so had to continue with a
accordant theme to go with the digipack. This means keeping in mind feature
such as:
 Font style
 Colour scheme
 Effects
 The logos used on the album advert poster
The draft design for the digipack has changed twice (see ‘digipack draft
design’ post). As, as a group we felt that the first designs theme wouldn’t be
accordant the album advert design and that we needed something simpler,
instead of the intermittent images on the first draft design.

4. ALBUM ADVERT AND DIGIPACK

5. IMAGES THAT FEATURE ON PRINT
WORK
These are the original images, taken during the photoshoot for the
album advert and digipack.
ALBUM ADVERT
From the draft design of the album advert I knew what image I needed, a medium shot of Christina
and Beth. The image on the right is the original image from the photoshoot. I then proceeded on
PicMonkey to crop the image and changed the photo to black and white and auto adjusted the
image. I then added in the triangulation image (in black and white )and inputted it as a overlay and
then used the black and white focal effect which allowed me to isolate a section of the image (the
area where Christina and Beth are). I then reversed the effect so there was just colour around
Christina and Beth and changed the settings to hardlight to get the effect you see over Christina and
Beth.
I decided to design this as I kept in mind the black and white effect we’d incorporated into the music
video and how it could link to the convention by Levi Strauss, of binary opposites being conflicted in
music videos.

6. FRONT PANEL
On the left is the original image from the photoshoot. After which I turned it black and
white like I did for the album advert picture. Images 3 and 4 show the front cover without
the overlay background. It looked to plain and I want to create some juxtaposition using
Levi Strauss’s binary opposites convention. On the album advert poster I had used a black
font colour except when I added the overlay the black font wasn’t legible and didn’t stand
out so I went with the white font. At first I tested to see how it would look having the colour
just on Christina and Beth (image two) except that was what I had done on the album
advert poster. As I mentioned previously, I wanted to have an accordant theme but not
make it repetitive to the point it became banal. So I decided to add the triangulation image
(image 5) as an overlay instead. I felt that the colour in the background, could denote the
fun that surrounds Christina and Beth in the music video i.e. the club scene, on holiday etc.
This would juxtapose with Christina and Beth who are in black and white, to connote mixed
feelings of happiness and sadness. As Christina is still hurting from the breakup, which
means Beth is hurting as well, but at the same time Christina is happy to have her best
friend by her side to help her through it. Also in terms of the pop genre, and the song
having an upbeat tempo it meant our narrative paid more attention on the happy aspects
than dwelling on the negative and sad elements. As we only include several scene that
show this, for example the lip synching scene where Christina and Beth adorn serious
expressions.

7. BACK PANEL
Image 3 is the final design of the back cover and Image 4 is what Anne produced
on Photoshop, but since we needed to keep the theme consistent, that meant font
as well. This meant that I had to go on image 4 on Photoshop and delete all the
layers leaving just the grey background and images of Christina and Beth, leaving
the barcode and QR code and the Atlantic Records logo. In PicMonkey I then auto
adjusted the image and used the font that I used on the album advert poster for
‘Icona Pop’ and the front cover. I then added in a copyright disclaimer in a similar
font but in black as it contrasts nicely with the white font above. I also added Big
Beat’s logo and the PAL, as some of the tracks feature explicit lyrics (as shown on
the digipack and album advert analysis PowerPoint). In terms of the linking this to
the music video, by layering the font on the track names (having white on top and
then black underneath could represent happiness and sadness. As the black font
(the sadness that Christina feels) is masked by the happiness and fun (the white
font), that she has with Beth.

8. The font that’s been used for both print
pieces are consistent, the ‘Icona Pop’ font
and the album name and single title. Also
the engraved banner, that I used on the
album advert poster features on the inside
cover on the CD.
THEME
The grey we chose is an intermediate
colour between the black and white
(binary opposites). This portrays the
middle ground that Christina found
in the music video, of trying to let go
of her past relationship and trying to
move on.
I have kept in line
with the pop
convention, as the
design is bold and
dynamic but
looking at the two
print work pieces
you can see an
accordant theme
running through.
I used the same features such as logos. I even
included the PAL logo on the album advert
poster as well as the digipack even though it’s
not a legal requirement. I also featured them
both on the right side, denoting consistency
I used images from the music video on the inside cover, but
in polaroid frames as it promotes the star image (Goodwin's
convention) but also fitted in with the retro TV that features
at the beginning and end. Also the retro TV and polaroid
frame fits in with the lyrics, ‘You're from the 70's, but I'm a
90‘s b*tch’.

9. SUMMARY
The designing process was vital as it adds to the Music Video and compliments it and develops it. I
used PicMonkey (a free photo online editor), which I had not been familiar with before. However
through designing the digipack and album advert poster I am now familiar with the program which is
a useful skill I have gained.
I have kept an accordant theme throughout the digipack and album advert as mentioned through the
various slides.
 The black and white theme relating to the binary opposites of happiness and sadness but also
black and white which could symbolise that. We also have used the black and white effect in the
music video.
 The juxtaposition of colour with black and white. As this is predominant on the digipack and
album advert and again in the music video. For example, the scene where Christina and Beth are
lip synching (which is in black and white) and then you have the pink bokeh shapes. The
continuous use of colour featured in the digipack and album advert alongside the black and
white denote the fun, portrayed in our music video.
 The use of the same font style for the artist name and album title. As the font used for the artist
name is quite bold and daring which juxtaposes with the simpler design of the font used for the
album name.
 The images used such as the triangulation image which I found off the Internet, I used in the
album advert poster and digipack and justified my reasons for doing so. Also the engraved
banner/ banners, I have continued through both pieces.