RESEARCH & PLANNING- DIGIPAK: DRAFTS OF DIGIPAK

RESEARCH AND PLANNING DIGIPAK: DRAFTS OF DIGIPAK

Introduction:

After researching into generic conventions of a digipak and looking at specific indie products, we have come up with a digipak design, which would fulfill the audiences’ expectation and fit with our overall campaign. In order to create a successful product our digipak underwent the drafting process, which allowed us to constantly receive feedback on our work and improve. We received feedback from the supposed target audience, in order to meet their expectation and sell well, as well as other media students who have an accurate idea of what is required for the product. This allowed us to create a successful product which is fit for purpose.

DRAFT 1

Analysing the use of Conventions:

• ·         We have included the image of our main artist on the cover of the digipak. She is looking away from the camera. The medium close up shows the side of artist’s face, which is conventional as it makes the singer look mysterious and unknown to the audience rather than glamourises her. The image is also professionally edited as it is grey on a white background and a smoke effects is applied on the picture of the artist. This is conventional because the white backgrounds allow the image to stands out and the smoke effect representing the abuse of substances as well, as how these drugs consume her, which the audience can relate to. In addition, the manipulation of the image is common among the indie genre because niche artist do not try to sell their image but can be unique. The smoke fits the theme of drugs.
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• ·         The title of the album is ‘China White’ which is located on the bottom right corner of the cover, on top of the CD as well as the spine of the album. The one on the album cover is bold and black representing the bad side of artist. Whereas, the one on top on the CD and on the spine is in white with a black background. This represents the good life of the artist and shows consistency of our work. Moreover, the artist name, Sarsha, is placed on the album cover, on the CD and after the quote. The one on the cover is in white with black shadows symbolising the good side of the artist and foreshadowing her depression and substance abuse.  The name of our album is less obvious and foreshadows drugs, which relates to all the songs on the album.
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• ·         The main colours we used in our album are black, white and light grey. We believe that these colours complement each other as well as conventional for the Alternative/Jazz genre. We also chose these colours because they connote the struggle between the ‘good & evil’ as well as provoking mysteriousness for the audience. The grey smoke also works well with the theme of drugs.
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• ·         The mysterious nature is further reinforced through the typography which differs and contrast with the background. The white colour promotes the artist innocence and vulnerability, whereas the black colour representing the lonely and depressed side of the main artist.  We believe that the use of typography and colours are conventional because it reflects the mood and the artist persona through the colours and shapes.
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• ·         The overall layout is neat and consistent as the information are spaced out revolving the main image. Also the use of the smoke effect will be seen on the outside of the album, whereas the CD and the quote of the main artist will be will be located on the inside of the digipak. This is conventional as it draws in the audience to the digipak and allows some contrast.
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• ·         The information we have included in our digipak are the title of the album, the artist name, the company details and the barcode. This is necessary information and legally every product needs to have the manufacturer name and barcode.
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• ·         The language we have utilised is simple and formal, as we want the audience to be able to relate to the main artist and the maturity of the issues the artist is surrounded by.
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• ·         We did not include sub images, instead we corporate a quote from the main artist to promote her ideologies and persona to the audience who mainly fights with drugs and alcohol on a daily basis as well as people who struggle with other personal issues.  We believe that this is conventional because we are not only promoting the main artist as a successful and happy figure but show her problems and difficulties thus allowing the audience to feel familiar with her.
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• ·         The digipak would appeal to subcultures, which supports Hebdige’s theory. This is because it has a unique and unusual design, especially with the smoke manipulation. The artist has a distorted face which doesn’t place her at the centre of attention, unlike artist from popular culture. In mainstream music the artists are often the centre of attention and try to ‘lure’ audiences and sell their music through looks. However, by making the smoke the main look of our digipak we are more likely to appeal to subcultures who reject the mainstream values (hegemony) because our product does not follow the mainstream culture.
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• ·         According to Dyer the star should be ordinary and extraordinary and should have own character and personality in order to allow the audience to feel familiar and connect to them. Sarsha has a sense of familiarity due to her struggles, which draws in audiences.

Audience Feedback:

What do you like about it?

Front Cover:

• ·         Excellent manipulation of image, especially on the front cover
• ·         The use of font is appropriate to the genre and consistent throughout the product. It is also easy to read
• ·         The predominant grey reflects the genre and theme of the product well

Back Cover:

• ·         Clearly consistent with the front cover
• ·         There is relevant information about the distributors and it includes all necessary information, including the copyright formation.

The Inside:

• ·         The quote helps to make the artist familiar and allows the consumer to connect with her, despite she’s an upcoming artist.
• ·         The colours work well alongside the CD
• ·         There is font consistency.

The CD:

• ·         Has relevant information
• ·         Compliments the inside
• ·         The font is consistent

What do you dislike about it?

Front Cover:

• ·         The image resolution is not as sharp as it could have been.
• ·         It is a bit too bright, I think a darker shade would work more effectively due to the daunting theme of the product

Back Cover:

• ·         Similarly, to the front cover, the back should be a bit darker

The Inside:

• ·         The inside looks a bit empty. I would recommend adding a small image to make it look fuller and complete
• ·         The signature is hard to read and doesn’t look authentic.
• ·         Considering adding some smoke for a more consistent look

The CD:

• ·         I would add some smoke too in order to show more consistency

Further action plan:

From the feedback we have received we plan to do the following in order to improve:

Front Cover:

• ·         We will recreate the digipak on Photoshop for a better resolution
• ·         In Photoshop we will be able to manipulate the contrast and tone of the digipak which will allow us to create a darker image.

Back Cover:

• We will create an additional design which will fulfill the theme of the digipak and overall campaign. We aim to make it simple so it doesn't distract too much but will be a good addition to the product. 

The Inside:

• ·         The inside looks a bit empty. I would recommend adding a small image to make it look fuller and complete
• ·         The signature is hard to read
• ·         Considering adding some smoke for a more consistent look

The CD:

• ·         I would add some smoke too in order to show more consistency

DRAFT 2

Analysing the use of Conventions:

After following the feedback and criticism from the viewers, we made changes to our digipak to meet the audience expectations. We have included a hand-drawing image of a bottle of wine and a smoking cigarette on top of the ashtray, which connotes to the addiction the artist is victim of. The drawing is coloured in white with a black background, which makes the image stands out as well as connotes to the ‘good vs evil’ theme.  We believe that this is conventional and will meet the audience expectation because it links to one of the hit singles as well as is consistent throughout the album. We have also digitally added the smoking effect on the CD as well as on top of the smoking cigarette. This not only shows regular consistency but also makes it eye catchy and relate to the theme we chose. Lastly, we have also changed the layout position in order to fit industry purpose such as for professional printings etc. 

Audience Feedback:

Strengths:

• ·         The darker highlights on the front and back cover correspond with the theme of drugs within the album
• ·         The names of the soundtracks are intriguing and show exactly what the album is about which evokes a sense of familiarity for the consumer
• ·         The image in the inside is suits the theme and the overall theme of the product
• ·         Overall the digipak is suited for purpose and has realistic measurements
• ·         The digipak corresponds with the advert and the video
• ·         The little uses of smoke on the CD and the inside work well
• ·         There is not an overload of information which is effective

Weaknesses:

• ·         The inside panel should have the artist’s name on it to show that the quote belongs to her and help to create a bond between the artist and audience.

Conclusion:

Overall the drafting process allowed us to create a sophisticated product due to the development process and useful feedback which enabled us to progress. The drafting showed us the amount of progress we went through and allowed to taste how real designers work on products in the industry and how much they rely on the audience in order to create a successful and proficient product which will bring profit and sell well to the intended target audience. Some of the main changes we have made was to darken the tone of the digipak and enhance the idea of ‘Good vs Evil’, which plays out in the artist life. The smoke effect is consistent and continues to feature in our advert and video, which allows the audience to recognize our work.