The use of colour on a digipak has the primary purpose of catching the eye of potential buyers. Bright colours not only draw in the attention of the target audience but also follow the conventions of the dance genre. The colours that are most evident on my individual digipak are blue, purple and pink. These bright colours are used as a way to reflect the bright and happy emotions created by the music; they also symbolise the exaggerated use of coloured lights and tints that are stereotypically associated with this genre. Blue is a colour that present s calm emotions, this is a positive representation for the artist and his music. The target audience becomes aware that the album follows an upbeat emotion throughout, encouraging them to buy it. The colour on the digipak ultimately tells fans that the music on the album is equally as colourful. Black is used as the base colour on most of my digipak. The obvious reason for why I chose black was to create a clear contrast between the other bright colours and the white font. However, the colour black is hugely conventional to the dance genre and has hidden meanings. Firstly, black is a colour with the connotation of power, this not only promotes the artist in a positive light as a powerful individual, but also implies that the music follows the same powerful characteristics. This creates a relationship with the target audience as they feel that by purchasing the product they could some how adopt some of the power through the music. A simpler reason for the colour black is because of its reference towards stereotypical dance music locations; the dance genre is often associated with night time, it is also generally played in clubs and raves which are always dark. The use of the colour black ultimately creates a relatable setting for the target audience through the dark background and the contrasting snippets of bright colours.
Within my digipak i have chosen to use numerous images of the artist as i believed that it was key in keeping the audience enticed and interested as they are always seeing new content. We also needed to include a variety of images as 2 pages of our digipak was soupy dedicated to images of the artist, this would hopefully make the digipak more appealing to our target audience as they feel like they build a better relationship with the artist, than a standard jewell cd case. The first image i used used within my digipak is a picture of just the artists head and shoulders who can be seen wearing a red baseball cap, black sunglasses and a plain black t-shirt. I have chosen to use this specific image because it is striking and bold as the artist isn't pictured as small and in the background instead it is a large bold picture. This means that the audience will straight away be drawn towards this image of the artist and are therefore more likely to remember what he looks like. This image also successfully shows the conventional costume of the artist which demonstrates the genre as well as being a representation of the artist and suggesting to the audience that he is a young and cool character. This use of imagery is conventional to the dance genre as within digipaks for artists in the dance genre a image is used which frequently only shows the face of the artist who is looking directly at the camera to create a image which both shows the artist and allows for other elements within the advert to have more of a impact on the audience. Another image which i have chosen to use within my digipak is a image of the artist performing. I decided to use this particular image as it is very conventional to the dance genre as it makes it evidently clear to the audience who the artist is. The fact that the artist is seen performing may also suggest to the audience that the artist is a successful DJ which may increase the bond between the audience and the artist as they may idolise him and desire to be like the artist. Much like the image on the cover of my digipak this image will again successfully show off the conventional costume of the artist in which he can be again seen wearing his 'trademark' red hat and a t shirt, the use of this specific image which shows the baseball cap may present the artist again as cool and stylish. But contrastingly the use of a plain t shirt makes the artist more relatable to the audience as they can easily replicate this costume as it is easily affordable which means that they may admire the fact that the artist is similar to themselves and just a normal person.
The layout of the cover of my magazine advert is very basic as it consists of the artists name in very large font at the top of the advert "DJ Sonic", then underneath this is then is the album name "Euphoria" and then at the bottom of the page is the bright colouring and the image of the artist which are very large and domineering. I chose to use this specific layout because it is rather basic and plain, this means that the audience are able to take in each individual element as there is not to much going on to distract them. I chose to position the artists name at the top of the advert in very large font, i chose to position it here because this is where people start reading and therefore they will notice the artists name and acknowledge that it is his album. Positioning the album name directly underneath this again in large font has a similar effect and means that they notice that these are the two most important pieces of information and understand that this is what is being promoted. The finally at the bottom of the page is the bright pink and blue pattern with the artists image on top, this section dominates the magazine advert as it very large and colourful. I decided to make this the most prominent element within my magazine advert as it includes the conventional appealing colouring as well as the image of the artist which means that the audience are immediately drawn to the advert, due to the bright colours, and then the audience will identify both the dance genre and the artist of the album. The majority of the layout of my magazine advert is unconventional to the dance genre because stereotypically within a magazine advert from the dance genre there would be a lot going on with loads of images and colours which would represent the chaos and excitement within the genre whereas the majority of my magazine advert is plain and basic apart from the contrasting bottom half of the advert which is conventional to the dance genre because of the layering of images and the variety of colours. Again the design and layout of my track listing page, within my digipak, is rather unconventional because it is quite minimal with little going and just a basic listing. From the top to the bottom of my digipak i position the song title in the middle of the page then beneath it include a conventional brightly coloured been of light, this listing technique continues throughout the page with the subtle inclusion of the record label and barcode at the bottom, in opposite corners. I decided to use this layout because i believe that within the track list page the track list itself should be the focal point and the audience should not be distracted by any other elements. Despite this i also believe that the use of colouring underneath each individual song name ensures that the the track list remains conventional to the dance genre. On my actual CD i have used the same colourful image in which was seen at the bottom of my front cover of my digipak this is because it follows the colour scheme which i used throughout my digipak which is extremely conventional to the dance genre as i frequently use the same bright colours to attract my specific target audience. At the top of my CD i positioned the artist name and then the album name at the bottom. I have chosen to position them like this because i believe it is more important that the audience are aware of the artist of the music as they frequently don't receive credit as they are not normal live performers and therefore they aim to present they're name to the audience as much as possible. The layout for my personal artist notes is contrastingly conventional to the dance genre, unlike the layout of the rest of the digipak, as the layout for this page is rather busy as on the left of the page is a colourful purple pattern which is a conventional colour to the genre and again links to my colour scheme. Then on the right of this pattern is the artists notes. Then finally the last two pages of my digipak are exclusive images of the artist therefore images of the artist dominated the whole page and was manipulated to ensure they conform with the codes and conventions of the dance genre and fit in with the rest of the digipak.
Typography is another element on the digipak which attracts the target audience. The typography remains pretty consistent throughout my individual product as a way to keep the design free flowing. The font I have chosen is the same font that was used on my magazine advert, I chose to do this as it is a style of typography which would become recognisable much like a logo for the artist. The style of font is almost futuristic, which is conventional of the dance music genre as it links to the style of music which is also computerised and un natural. The other examples of typography used on the digipak are on the message to fans and track list pages, these fonts are pretty simple which is also conventional of the dance genre. The reason dance artists use a simplistic layout for their products is due to the fact that they want to come across more sophisticated to target the older teenage audiences. The colour white also stands out on the dark background and becomes a focal point on the advert attracting the eye of potential buyers, this is also helped by the size of the font. The artist name headers the front cover of the digipak and is deliberately centred to stand out.
Talk about about your weaknesses with using Photoshop – what tools did you struggle with? How did you overcome this?
Talk about your strengths with Photoshop – what tools did you use? Do you think this helped you create a successful advert? Why?
CONCLUSION
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