• Genre: as well as considering the genre of music that the digi-pack belongs to, you must also consider the generic conventions of the digi-pack cover itself: what goes on a typical digi-pack cover?
  Consider how the front and the back are different and contain different sorts of information: why is this? Remember, on a shelf in a shop, people are attracted to the cover first, then turn it over to read the back. On the front cover, digi-pack covers will typically have the artist or name of the band, the name of the album, an image and stickers (such as parental advisory, or announcing a particular well-known track). What purpose does all this serve? If some digi-packs deviate (veer away) from this convention, why is this?
• Lettering / font styles and sizes: how does the lettering fit with the genre of music or design? For instance, Marilyn Manson’s greatest hits digi-pack uses gothic font to complement his style. Some punk bands have very basic handwritten type styles to fit with their ‘basic’ or anarchic image.
• Image: what picture is on the cover? Is it a design or artwork? Is it a photograph of the artist? Look at the mise-en-scene (how the scene is set). This includes colours, props, lighting, make-up and clothing, how the star or subject is posed (eye contact, facial expressions etc). Consider the messages given out by choices of colour and connotations (associations) gained. How will the audience react to the digi-pack? Do different people receive different meanings? If so, how and why?
• Stars / icons: is this image of the artist one you’d expect to see? For instance, a star like Beyonce always has an image constructed on glamour and sex appeal whilst a punk band like Green Day tend to focus more on social issues to sell digi-packs. Do bands or artists have particular props, costumes, dress, fashions that are instantly recognisable? For instance, Eminem’s hair colour, Marilyn Manson’s contact lens and metal teeth or Slash’s top hat? Some stars constantly challenge their audience’s expectations, like Madonna. Her digi-pack covers reflect the new image or re-branding that she is going for.

Representation: look at how bands or artists and the genre are represented and how the audience will react to that. For instance, hip-hop stars have been criticised for portraying guns, cars and ‘gangsta’ images. Critics say this presents a negative image for young people to follow and also sets up stereotypes of black culture. This type of music has been criticised in portraying women as sexual stereotypes. If your digi-pack either challenges or reinforces stereotypes this may be something to comment on too.

Conventional features of a digipak:

Image

• Type
• Symbolic Objects
• The Star / Band o Effects

Copy

• Album Title
• Name of the Band / Star
• Typeface

Colour Scheme

Bonus Track / Features Sticker

Spine

Logos

• Artists
• Record Label

Copyright Information

Barcode

Images and Image Manipulation:

What elements of the photography and photo manipulation bring meaning to the text?

• What features (mise-en-scene) suggest that the band / artiste performs a particular style of music
• What are the predominant colours in the image and what do these colour suggest (connote / denote) about the nature of the band and their music.
• How have the images been taken which adds meaning to the band member(s) and objects?
• Which images have been selected and what meaning might an audience attach to these people, objects or places?
• How have the images been manipulated (e.g. filter effects / lighting effects) and what meaning does that bring?

Copy, Layout and DTP:

What elements of DTP (copy and layout) bring meaning to the text?

• What copy has been used and what do the words suggest about the nature of the band and their music?
• What design has been applied to key parts of the copy, like the title of the album / name of band, and what meaning might this signify?
• How have the band members and objects been positioned in the frame and in relation to each other which might suggest meaning?

Impact on Audience:

Overall how successful has the magazine ad / CD cover been in communicating meaning to an audience?

What suggestions might you make for improving communication with an audience?