Planning Digipak - Miss Miller

Planning Digipak

A digipak is important for the sales of an album, they make it more interesting for the audience and provided them with a more in depth product. A digipak typically consists of a paper board or cardboard outer binding, with one ore more plastic trays for the CD, the packaging is often used for the CD single or special additions of the album. A jewel CD is the original compact disc case, it is a three piece plastic case, usually containing a CD and sometimes lyrics of song. The digipak is an overall better product because it contain high quality images, a letter from the artist, bonus tracks, 6 sides and all information is accessible. The didgpak is more effective had contain for element which can have a effect on the audience, they are enabled to see more connotations or appealing assets. They are given a bigger chance to build a relationship with the audience, especially throughout the not often within the digipak, it gives them a personal connection. This makes them want to buy the digipak rather the the jewel CD because they will gain more from it, it is more appealing and the will be able to build a deeper relationship with the artist and there music. 

I will be creating my own digipak for my music video 'in my bed" by Cara-lily. My digipak will include all the normal elements, images, a not, a list of a few songs and the CD. To create this product the planning is important because it allows me to map out what element I want where and what i want be included in it. The panning will enable me to make the product look it best for it is even made, i will be able to include conventions, connotations and effect assets which appeal tot he audience. It will make it more effective as I will be able to figure out how the layout, colours, typography, images, conventions and language will reach the audience and the effective i want each part to have. 

Colours

There isn't going to be two much colour in my Digipak, the images are mostly doing to be black and white, but the text and some part of the picture are going to be in full colour, focusing in the purple and emphasising them shades. I have decided to make the images black and white. I believe the two basic colours shows the two most conventional emotions when it comes to soul music, the black connotes sadness and mystery and the white connotes happiness and hope. The dark greys and black represent the more depressive songs which show the sad side to the artist and the negative effect the songs messages have on her, whilst the whites and light greys represent the positive songs which shows the artist with a brighter and happier persona. The two colours help to promote the artist because they inform the audience of her emotions within the album they are enable to build a relationship with the artist throughout the common feelings, this promotes her because see is seen as relatable. One of my images is going to be half black and white whilst the other half is going to be in colour but colour grading is going to be used to bring out the purples with it, the text through the digipak is also going to be a pastel purple. I have chosen to do that and use the purl because i believe it represents luxury, purple is shown to be a classy and superior. The colour represents the digipak and a high class, respectable product making the audience what to buy it because they can see that it a professional piece and the artist takes pride in it. These colours appeal to the audience because the show macro meaning for the album and the artist stye allow the audience to understand the background of the product and how the artist wants them to feel about it. They can also see how much pride the artist takes in her her work which is appeal for them because the look up to her and idolise her. The colours don't really differ from a jewel CD case because both products are aloud to have any colours they want, here are no restriction. But in the digipak the colours are clearly used more because the product is large, meaning it can have more of an effect on the audience. 

Genre conventions
In my digipak I have used many different genre conventions to make my product more relatable. An example of a soul convention I used is the images of the artist which are mostly in black and white, the images having this edit make them conventional because they become emote unique. The black and white makes the digipak look different and quirky, it doesn't follow other music genres with bold and vibrant colours. Soul music artists normally go for a unique look because the audience look up to this, they are attracted to it and can idolise the artists independence. This convention appeals to my target audience because it represents the artist as independent, they can see that she does what she likes and she has her own style, they then look up to the because she is shown to be who she wants to be. The character representations also promotes the artist as she is viewed a a strong woman, many audience members will find this inspiring.
Another convention used in my digipak is a piece of iconography, in one of my images the artist is singing on stage whilst holding a classical microphone and the stand. This is conventional because the microphone shows the older fashioned style of the artist. The piece of iconography is mainly seen in older videos and is not something used in modern day, popular music videos. Therefore showing the audience that she does wan tot be a stereotypical music artist, she wants to stick to the roots of music and want to be different from everyone else. This is conventional because soul music has been around for many years and nearly always sticks to the style of classy and upbeat, the microphone matches this look and shows the audience the classical side to the music. Also because it represents the art its as unique shows another convention as soul artist are often independent when it comes to styes and fashion, they don't follow normally music artist they do what they want and what expresses themselves the most. This convention appeals to my target audience because of how it represents soul and the artist, the genre is shown as strong because it is still popular even thought it came out in the 1950's. The unique look of the artist also appeal to the audience because they loo up to her image and her independence, they idolise her for not following typical fashion.
The jewel CD also uses conventions but cannot contain as much because of the size of the product it will be harder to fit in a lot of conventions as well as all the other elements needed. The digipak has more space to work with and therefore can use a lot of conventions to attract the their audience even more. A jewel CD doesn't lack genre conventions it just connote present them as well as a digipak can.

Images
I have four different images in my digipak, each one is slightly different and portray different messages of the album and the artist. On image is a close up of the artist looking slightly down to the ground she has blank facial expression and doesn't appeal to be coin anything specific. I chose this image because I believe it shows her mixed emotions and that she does know how to feel. This then goes on to show the audience the different emotions within the album, having the artist confused of her feelings gives a macro meaning  that there may be different emotions and messages within the songs. This appeal to the audience because they can see from the image what they may experience when listening to the music, they can the go on to decide if they will enjoy it, or if it is what they want to buy. It also appeals to them because they are able to see understand how the artist is feeling and what the songs mean to her, they can relate to her by matching her feelings with there own or times that they may have felt the same. This goes on to promote the artist because she is easily relatable, her facial expressions enables the audience to understand the image. Having a relatable artist make the audience what the buy the album because they will see that they may benefit from the music.
Another image I used in my digipak is of the artist in a performance scene, she is on a small stage singing into an old fashioned micro phone, there are blood red curtains behind her and the floor it black. This mages show the audience the career side the artist and how music is her job, they can understand that she enjoys performing to an audience not just allowing them to listen through a CD or radio. The image shows her enjoyment of the music and also her classical image. The artist image is conventional in the shot because she is wearing a classy dress and her make is nice but subtle. This image shows the classical soul music genre and the roots of there era it comes from. This appeal to the target audience enjoy seeing her image and how she enjoys her music, if she were to look bored she performing the audience would be turned off, they wouldn't think the songs are going to be good, instead they would see the album as bad. As the audience are aware of the artist liking the music they believe they will like it as well because they are abel to see someone else enjoying it. This also promote the artist because she is represented as proud it it clear that she it happy when singing her music and that it means a lot to her. Therefore the audience are more interested to find out about her music and what she has created, this promotes her because she gives a positive feel for the digipak.
Jewel CD cases can not contain as many image because they do not have the space, the more images the more effective the product is. Therefore the jewel CD case is restrict with ways in which it can attract its audience. A digipak is over all more effective when i comes to images because it can contain more.

Layout/Design
I decided to use the layout planned in the below picture as is believe it makes the product more effective and easy to understand. The layout for my digipak is simple, I plan to make it as plain as possible without making it look boring. There will be six different elements; two images, a CD, message from the artist, front cover and the back cover with a list of song included on the album. The simple layout will represent the calmness and simplisity of the music with in the album, it will show the audience the personality of the artist and her emotions. This appeals to the audience to because they can understand the artist by relating to the simple lyout, they can see tat she isnt about the stereotypical celeb image and that she like to be independent. This doesnt just appeal to the audience but it also promotes the artist because of how it enbales them to relate to her she becomes an idol, they look up to how she doen't follow trends and her independence. These diferent effects male the audience want to buy the album to find out more abot her and her emoitons htrought the sogns included. A jewel CD layout only consistes of one page n the front and one on the back, this shows how they can not have as much of an effect with the little amout they have to work with.  Digipaks have more space to work on and can fit in more elments to intrigue the audience making them more effective and more likley to attract the target audience, meaning more buys.

Typography
For my typography I have planned to have a differnet range of sizes but all the same font. The size range will variey when it comes to the most to important text, which will be large and the less important text being small. This will make sure that the audience focus of the most important parts of the of the digipak and the necessary information will stick in there minds. The text will be, soft, curly and have a hand written look to it, this is to make it look like the artist has created it herself. The hand written stlye font appeals to the audience because it make the digipak more meaningful, the audience believe that that artist has a close part in the create of the product and therefore they can relate it back to her persoanlity an the music. The soft, relaxed fotn represetns the artist herself and the music within the album. I think the typography appeals to the audience because it not only highlights the important infomation but also allows them to relate to the artist and gain an insight of the  music in the album. The digipak also promote the artist because they audienc ecan see from the font that she is layed back and isnt and overly viberant person. Compared to a jewel CD case the digipak allows alot more typograpy and therefore the macro meanings become clearer making the product further effective and appeals to their target audeinces more. 

Language

The language in my digipak plan is fairly formal, there is no slang used. But because there is no slang use doesnt mean that the product is completley formal because they message from the artist doesnt show a wide range of vacabualry id is basic and get straight the point. This also doesn't mean that it is informal because there is still a good use of sentencing. I would say that the language planned is formal because it is well written and although it is used to connect with the audience it doesnt do so buy speak the way in which they might. This appeals to the audience because they feel as though they are being reached and that the artist is trying to make a personal relationhip with them. They can see that the artist is grateful for the purchase and that she is just noraml person behind the fame who can be relatable. This therefore promote the artist because she because relatabel for the audience and they respect her and look up to her. They can also build a relationship with her because of the 'normal' representation she gives herself, they feel like they are part of the product and have helped with its success.

Connotations
The different colours used show a feel different connotations for example the blacka nd which she the contrast in the songs emotions in the album, white representing the upbest, hopeful  and the dark greys and blacks representing the depressive, unhappy emoitions. This shows the audience the variety of emotions in the album. The purple text connotes the luxury side of the product and how it is a respectable peive of work whcih is work the money.
The image I have chosen to use on the CD has a connotation. The image is of my artist sitting at the base of a tree and half the image is im full colours whilst the other half is dulled down almost to just balck and white. This also shws the constrats the emotions of the songs and the artist has two different side to her. As the image is put into two different parts the audeince are shown the two personalities of the artist. The black and white shows the depressive emotion and the side which is closed of to the audience, how she may feel behind closed doors, whilst the colourful side shows the happy side to her life and how she has postives which make up cheeful.
In the jewel CD case there isnt not much room for connotations, I am not saying there is not going to be any but it can not include as much as a digipak meaning less macro meanings and insights into the album. Digipaks are enabled to use alot of connotations allowing there audience to understand it better and relate to the artist with deeper meaning.

Planning my digipak before creating it was very helpful. The plan allowed me to easily take the pictures needed for the product and gave me an idea of what editing I would need to use. The sketches on the digipak plan enabled me to go out and take the effective images I wanted, I knew exactly what I needed to do and what I needed to catch within the pictures. I felt as though I was aware of the images I needed to take because I knew what would look good and be most effective due the the image I drew myself.I also meant I knew that I need to use photoshop. For my digipak I have chosen use a black and white edit which will have to be done on photoshop and I wanted to take a few colours from the real image and bring them back in to them back to product so that most was black and white but some elements were in colour. Knowing this meant that I prepared to create the digipak and could practice on how to do it before creating the real thing.