Digipak research

1. Digipak Research
Rihanna ‘Loud’

2. This digipak for Rihanna's album 'Loud',
only features one character: Rihanna.
This could be as she portrays herself as
an independent, strong woman and so
doesn't feel the need to have any other
characters along side her. This strength is
further conveyed through the use of the
colour red. Her red hair, lipstick and the
overall red hue to the picture connotes
passion, seduction and power. It also
matches the album name, 'Loud' as it is
an obvious and unmissable colour and
the title is written in large block capitals
to match the volume. In a shop it would
stand out on the shelves and draw you in
to look at it in further detail. The colour
red also connotes love, sex and possibly
danger. However, once you open up the
digipak there are images of Rihanna in a
long white dress which symbolises purity
and innocence.
The style and connotations of the
colours used also relates to the
contents of the album itself. For
example, the fact that red is often
related to sex is reflected in the
fact that on the album there's a
song going by the risqué title of
S&M.
Although Rihanna’s brand is largely
about female empowerment, the way
she’s positioned in the photo adds sex
appeal and works on the male gaze,
attracting a wider audience.