The document discusses conventions used in digipak album cover designs. Several artists are highlighted: Coldplay challenges conventions by omitting their name and photo from the cover. 67 also omits themselves to focus attention on their music. Rihanna follows conventions by using her image to appeal to audiences as a "sex symbol." Lil Uzi Vert challenges conventions by omitting text and using a cartoon image rather than a photo.

1. ASSIGNMENT 3 –
DIGIPAK RESEARCH
By Sam Percy

2. Cold Play – Head Full OF Dreams
Coldplay’s album uses a large amount of colour so that it can catch
the customers attention.The vast amount of colour used means
that the album looks very visually pleasing and it draw viewers in.
The variety of images used around the border of the digipak may be
seen to represent different songs that the band have written that
are in the album.
Coldplay have challenged certain conventions when making this
digipak and they have not put there name or a photo of themselves
on the front cover, this may have been done to make there
audiences focus mainly on their music and not the artist as a whole.
By Challenging certain conventions Coldplay have allowed their
digipak to stand out from other digipaks, giving it a clear selling
point and drawing in the audiences attention.

3. 67 – Lets Lurk
The group do not appear to be on the album cover, this is done
because they are an up and coming group they are drawing their
customers to their music and not the group. 67 have decided to
challenge this stereotypical convention and not put themselves on
the front cover, this has been done so that their target audience
only focus on the music and not the group itself.
The artists group name can be seen at the top, this allows the
customers to easily recognize who the group are however it keeps
the visual identity of them under close. As a group the have
decided to develop this convention, this will allow their target
audience to easily recognize the group.
The main image on the digipak is a picture of London, this shows
that the group are proud of where the have come from and their
background. It can also been seen as the group reflecting on the
accomplishments they have made since being on these streets.
Once again the group have decided to develop a convention of a
digipak because they have allowed their target audience to get an
insight into the artist themselves.

4. Justin Bieber - Purpose
The artist is the main image on this digipak, this is done because
the artist is known world wide so by putting his identity on it
people will want to by the album.This is a common convention
that the artist has decided to develop as it will allow a mass
audience to easily recognize who the artist is.
The mood of the front cover is quite serious, this is done to reflect
on the songs within the album and the mood of the artist himself
at the time the digipak was written.
The artist is also topless in the album, this is so he can appeal to his
female target audience and give his album a sexy approach.
The artist has also decided to develop another common
convention by putting the name on the front cover of the digipak.
This allows his fans to easily distinguish between this album and
previous ones, it allows has been done to reflect on the mood of
the artist.

5. Adele - 25
Here the artist has decided to follow a common convention
that she will be the main image on the front of the digipak.
This has been done so the audiences automatically know
who’s album this is, and will be interested in purchasing the
album.
The artist has also has put her name in a colour that contrasts
the image of herself, this is anther common convention as it
makes every aspect of her, that makes her an artist stand out.
The name of the album is also at the front of the album, this is
a convention she has decided to develop as it allows her
album to stand out and allows her target audience to know
that it is her album.

6. Rihanna - Loud
The album has a lot of sexual connotations.The use of the colour red
creates a romantic feeling around the artist.The use of lipstick and the
sexual conventions the artist follows she is relating to both a male
and female audience.
The artist has decided to follow a common convention by putting
herself as the main image on the digipaks.This is a common
convention in the ‘pop’ genre as it is her way of appealing to a mass
audience, by creating a clear brand of her self as this ‘sex symbol.’
There is very little text on this album cover, this is done so that all the
attention is drawn to the artist.
The album name is in very thing writing at the bottom of the album,
the thin writing is done so that there is very little attention on the
name of the album but all the attention is drawn to the artist.

7. Lil UziVert –Vs theWorld
The artist here has decided to challenge a common convention of
the digipaks as whole. He has not included any text on the front
cover of the digipak, the may have been done so that audiences
focus on the illustrated image of the artist on the front cover.
There is no picture of the artist, the only image of him is shown as a
cartoon, this is done to give his audiences an idea of what he looks
like but mainly so that his audiences focus on his music and not him,
himself. By the artist doing this his is both challenging and
developing a common convention of digipaks, as the image of the
artist can easily seen to be him however can also be another person
as a whole.

8. Skepta – Konnichiwa
The use of grey in this album cover, creates a serious tone.The use of font
is very significant as is shows the artists background and the area he grew
up in.
The artist has not included the name of the album, by him doing this he is
challenging a common convention, this may have been done by the artist
so that only his real fans will by the album and will be aware of it.
The back the stamp says first class shows the artist believes he is at the
top of his music career and is the best at what he does, as first class has
connotations to being the best.
The red stamp shows the head of the artist and is done to show he is
putting a stamp down on this particular genre of music. On the stamp is a
small image of the artist, this is developing the a common convention
because the picture of the artist (although it’s a small image) stands out.

9. Calvin Harris – 18 Months
Here the artist has decided to follow a common convention of
his genre, he has done this by making his name and the name
of the album a prominent feature.This is a common
convention because the fans and audience of the artist can
easily recognize him and recognize that this is his album.
The artist can be seen at in the bottom corner of the digipak,
this is done so audience are aware of who the artist is but the
artist want the main focus to be on his music.This is a
common convention used by many artist so that there target
audiences can realize who’s album it actually is.