Digipak analysis

Analysis Of One Digipak

 

David Guetta's digipak for his album 'One love' is a fairly simple design with an abstract pattern continued throughout each section. Seen through the use of polysem which show a continuing theme of colours. On the front cover he uses dull colours including: Black, Grey, purple. This contrasts the conventions that are usually followed for the dance genre as bold colours are used to reflect the type of events that the music is usually played. This is clearly contrasted as the artist goes with more famine colour (purple).The chosen digipack subvert the stereotypes. This is most often in nightclubs and concerts etc that would use a large amount of vibrant and bright light sequences to compliment the upbeat song. The energetic bright colours however have been incorporated into the digipak through the abstract pattern that has been used on the other sections. For example the purple contrasting pattern of writing, which highlights a fun element normally occiated with the deep house genre. This consistency is something that I decided to use within my own digipak. I used a continuous colour scheme of red and blue throughout each section so that each followed a pattern which the chosen audience could follow. This helps to keep consistency with the target audience, and more recognisable to the audience. I also used the similar background image for the front and back cover to continue the consistency and to create a memorable digipak. These images was gained from previous events visited which also gave myself a incite into the chosen genre.

The digipak does however comply to the genre conventions by creating mystery around the artist, in this case it has been achieved through the use of the sunglasses worn by David. I chose to incorporate this into my own digipak by making the artists figure black and therefore keeping it hidden from the audience. Another example of conventions being followed is through the artist being presented as being ordinary. The clothes that he is wearing create this idea as he is wearing a printed t-shirt that is familiar to his teenage target audience. This acts as a way for the target audience to be able to relate to him and therefore help to build a relationship between the artist and the audience in order to build loyalty. This conforms to Dyers theory as the audience view him as ordinary (through his clothing) but also extraordinary through the use of the bold writing “One Love” which show him to be loved and therefore a star. In addition the front cover connotes the feeling of love for the artist.