A Digipak is a patented style of compact disc or DVD packaging, with graphics on the outside picturing the band or artist, the name of the album, and a listing of songs.
Digipaks typically consist of a gatefold paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside. The term digipak, means an object to hold the digital.
Ways in which the Promo pack and Digipak link are through images of the band or artist. In the example of the promo pack I am going to produce. Pictures of my Artist Florence and the Machine will feature on both the promo pack and the digipak. It will be obvious that the photographs of my artist were all from the same photo shoot, but they will all be staged different and conform with themes from the music video. The reason they will be clearly the same is that they will feature the same colours, for example in clothing. The characters in our Video may be wearing navy blue and gold throughout, therefore to add a level of continuity to the mis en scene, we may use the same colours in the Photo shoot.
There may also be props that feature predominately in the video, we would therefore en corporate this into the images of the digipak.
The Fonts on the promo and Digipak will be the same, so that the two can be easily identified as the same product, and stand out to the target audience and consumer.
As part of my decision into how I will design my own digipak, I am going to evaluate and analyse two digipak covers of artist from a similar genre to my own. I found the digipak covers below at the following website.
Kate Nash "Made of Bricks"
As you can see by the Album Digipak above. The Mis en scene says a lot about the genre of the music and the way in which this record company want to market the artist to her Target audience. Kate Nash has a target Market of predominantly females, between the age of 13-20.
We can see immediately from the cover that the font is childish is messy, to reflect the girly and innocence of Kate Nash and her music. This Font continues onto the back cover, where we see the continuity of the messy layout of the font, as the song titles and numbers are not aligned, and just appear arranged at random on the cover.
We can also see the animated style house and garden on the front cover. By using bright colours the cover will stand out on the shelf. The house is bright Yellow, and Kate Nash is dressed in Red to contrast this. This is important, as if she didn't stand out it wouldn't be as obvious who the album belonged to. In the same Vain, it is clear that the objective of this digipak, is to let the design and images speak for them self, as Kate doesn't feature as heavily as most artists would on their album covers. This thought is in keeping with her style of music. Kate's music is quite controversial and speaks for itself.
The Brightly coloured house, and the fairytale like shaped animals in the garden once again appeals to girls and reflects the same image of Kate herself. The dark Background behind the house, allows the house to stand out. It also could be a connotation for the harsh aspect of Kate's music. As she does have an element of rude/harsh lyrics.
Finally the C.D poses a very simple design, with a pink colour and 3 flowers. The C.D doesn't follow any theme in comparison to the front and back cover of the digipak. This may be so that the C.D stands out as the most important component.
Paloma Faith "Do you want the truth or something beautiful?"
As you can see from the album digipak above. The cover of the Album shows Paloma looking very mystical and staged with a halo like light behind her. In terms of the Mis en scene, this halo like look, contrasts against her dark lace costume, made to look like a tattoo. This may have been used to shows the two different sides to her music and personality.
Props used in this Photo shoot, are roses and doves. Both of which signify purity and beauty. This element is linked to the album name. Both of these props feature in one of the songs on the album 'New York' In addition to this, the same colour scheme is also used. This is done to ensure continuity to her audience who may buy the album as they like this particular song.
The Font used is mystical and individual, this is to reflect the style of music Paloma produces. As well as her look, her hair and her costume.
The back cover sees Paloma having her hair and makeup done, and another character placing one of the doves onto her arm. This could be the name of the album being illustrated once again. As we see the back cover shows how the Front cover came to life. Its the truth behind the beautiful front cover. We see the lights, which result in the halo like effect around her head, and we see the makeup artist making her look beautiful. This back cover sum up the "Do you want the truth" element of the title. The front cover is seen to be beautiful yet staged and sums up "or something beautiful."
On the back cover the meaning of the album is the main focus, as we hardly see Paloma, and even the list of songs on the album has been put in the bottom left hand corner.
The C.D is a bright red colour, which isn't a colour that features on the digipak. This is to make sure the C.D stands at as one of the most important components. The Picture of the dove is also continued from the music video to the digipak and C.D.
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