take that

1. Take That-
Digipak
analysis.
Holly Taylor

2. Front Cover.
The band Take That’s focus genre is Pop music and so their target demographic is their already pre established fan base,
which consists of women aged 30+ as well as a new established target audience whose ages consist of 15+ mainly females,
however their music is also appealing to males as well because of the relatable themes of their music and lyrics.
The front cover of the digipak features a
long shot of each five band members in
different body positions. The long shot
helps to show the band in a sense of
unity together. The long shot of the
band also helps to highlight each band
member for the audience to see as they
aren’t all stood in a regular line making
direct address with the audience. The
band members are each stood side on
from the audience in an “evolution” style
position. The evolution style position is
symbolic of the fact that the band have
evolved in their music style as well as
personally as this is the first album to
feature Robbie Williams since he left
the band. The evolution position begins
with Gary Barlow who is the main
singer of the band in a crouched
position. The fact that the line up begins
with Gary suggests that he is the central
leader and the foundations of the
band’s dynamic. Situated in the middle
and in central focus is Robbie Williams,
this suggests that since his return to the
group, Robbie has become the main
focus and primary interest for the
audience, as well as suggesting that he
is the central leader and front man of
the group and so is therefore situated in
the centre of the line up to establish his
leadership.
The background of the album cover is
a plain, but vibrant yellow colour. The
yellow colour is luminous and
attention grabbing and is therefore
appealing for audiences when the CD
is featured on the shelves inside
music shops. The brightness of the
yellow background connotates a
sense of: intellect, freshness and joy.
The intellect is established to suggest
that the band’s new music has more
deep and meaningful lyrics for the
audience to relate to, in comparison
to the typical more faster paced pop
music Take That are typically known
for. The freshness aspect of the
album is also established through the
luminous aspect of the yellow colour
used on the background to suggest
that the band have reinvented
themselves with Robbie having re-
joined the group and their album has
a hint of freshness to it. The joy
aspect that the yellow background
connotates is also related to some of
the tracks which feature on the
album, such as one called: Happy
Now. This is therefore established for
the audience through the
connotations the bright colour yellow
has.
The band’s name and the title of the album are all in the
font: sans serif. The sans serif font creates an informal
feel towards the album, which is shown through the fact
that the band member’s often interact with their fan base
and are well established within the music industry for
their music to generate a wide interest with the
audience. The sans serif font also connotates a sense of
youthfulness with the album, which relates to how
they’ve gone back to how they began with the original
line up, suggesting that the band feels youthful again in
their music.

3. CD and inside.The CD is plain without the band’s
name situated on it. This suggests
that the band are well established
enough to not have to have their
name across their CD, however,
the band has their logo situated on
the right of the CD. Their logo is
small in size and blends with the
background colours of the CD, as
their logo is only small scale, it
suggests that the band are easily
recognised just from their logo and
the front album cover.
On the inside of the digipak
features this image which has
the same consistent colour
scheme with that of the CD.
The colours blend in with one
another and therefore further
illustrate the “progress” aspect
of the band’s album name, as
the colours appear to progress
in darkness from the vibrant
yellow tones to more dark
yellows and eventually a bright
red which further blends
towards a dark red colour.
Colour Scheme:
The bright yellow: The bright yellow colour has
connotations of freshness, joy and intellect which is
prevalent through the freshness of the band’s
rejuvenated line up complete with all original members.
Darker yellow: The darker yellow colour connotates a
sense of progression, which symbolises the fact that
some of the tracks on the CD are more sombre and not
as bright and joyful as the brighter yellow colour
suggests.
Lighter red:
The light red colour has connotations of: joy, sexuality,
passion, sensitivity, and love. These representations are
shown through the music tracks that feature on the CD,
for example, the aspect of passion is presented through
the fact that the album features tracks with quite
passionate name titles such as the rhetorical: What do
you want from me?
Dark red:
Dark red is associated with vigor, willpower, rage, anger,
leadership, courage, longing, malice, and wrath. The
aspect of leadership is shown through the fact that one of
the lead members: Robbie Williams has rejoined the
group and so a united sense of leadership has been
established through Gary Barlow and Robbie Williams
leading the group.

4. Back of the CD digipak
The barcode is
located towards the
top left hand side of
the back of the
digipak, which is
positioned to not
detract the focus
from the tracklist and
information that the
rest of the back of
the digipak consists
of.
Information such as
the band’s name,
record label and title of
the album are situated
on the left side third of
the back of the CD
digipak. This is
positioned here to
further illustrate the
band’s name and
album name
The band’s logo is positioned
towards the bottom left of the back of
the CD digipak, this is because it is
easily identifiable for their established
target audience when purchasing the
CD.
The track list
features towards the
left side third of the
back of the CD
digipak and
therefore is easily
readable when
someone picks up
the CD. The font is
sans serif and is
therefore denotating
a informal and
youthful feel towards
the tracks and is
therefore attracting a
wider target
audience.