1. Research and Planning
Ancillary Task 1: Digipak
TextPositioning
Imagery and Colours
The text that is used on this Digipak for
Beyoncé’s 2011 album ‘4’ is extremely
simple. The album and artist name is located
on all components of the Digipak, something
I have found to be a common feature. On
both the front and back Beyoncé’s name is
positioned at the top, stretching right
across, therefore keeping a consistent house
style. This is highly effective as it stands out
to consumers. The album title ‘4’ is
positioned in the lower right corner of the
cover and is not to main focal point of the
Digipak, this is because consumers are likely
to be attracted to the artist name not the
album name. The track listing is positioned
on both the disk and back, an uncommon
feature of digipak’s.
The imagery used on all components of this
digipak has a very similar style, therefore
creating a consistent house style. This is to
ensure that consumers will associate these
images with this particular album. Like many
other digipak’s, the album cover includes one
single image of the artist, which will stand
out to consumers. The image used of
Beyoncé is a low angle shot, with direct
mode of address and high key lighting being
used to attract consumer’s attention. The
low angle shot also implies an element of
power Beyoncé has, which is further
emphasised by the mise en scene of the back
image as she is looking over onto a city. The
front image also overlaps the artist name,
therefore showing how much of an
established artist she is. A slightly
unconventional feature of this Digipak is that
an image of Beyoncé has been used on the
disk itself, unlike the other digipak’s I have
analysed. The imagery is also quite
provocative, as Beyoncé is being portrayed in
a fairly sexual way due to the clothing she is
wearing and high heels and also her poses in
all three images.
Typography Design
All text included on this Digipak is simple
and easy to read. The typography is kept
consistent on all components to keep create
a house style. A bold, sans serif font is used
for the artist and album name, adding to the
simplicity. The colour of the entire font is
black and contrasts effectively with the
muted, white background. The track listing
on the back and disk itself is italicised, to
add an effective contrast to the other text
used.
Design Principles
The rule of thirds has been applied effectively to the imagery of this
Digipak. On both the back and disk imagery, Beyoncé is positioned to the
left, placing her in the main focal point, meaning it is the first thing
consumers would see, therefore effectively
The colour scheme used for this digipak
remains consistent throughout. It is clear the
images have been edited in a way to give
them a muted, yellow tone, which make
them even more recognisable to the
consumer.