Text Positioning

The text that is used on this Digipak for Beyoncé’s 2011 album ‘4’ is extremely simple. The album and artist name is located on all components of the Digipak, something I have found to be a common feature. On both the front and back Beyoncé’s name is positioned at the top, stretching right across, therefore keeping a consistent house style. This is highly effective as it stands out to consumers. The album title ‘4’ is positioned in the lower right corner of the cover and is not to main focal point of the Digipak, this is because consumers are likely to be attracted to the artist name not the album name. The track listing is positioned on both the disk and back, an uncommon feature of digipak’s.

Imagery and Colours

The imagery used on all components of this digipak has a very similar style, therefore creating a consistent house style. This is to ensure that consumers will associate these images with this particular album. Like many other digipak’s, the album cover includes one single image of the artist, which will stand out to consumers. The image used of Beyoncé is a low angle shot, with direct mode of address and high key lighting being used to attract consumer’s attention. The low angle shot also implies an element of power Beyoncé has, which is further emphasised by the mise en scene of the back image as she is looking over onto a city. The front image also overlaps the artist name, therefore showing how much of an established artist she is. A slightly unconventional feature of this Digipak is that an image of Beyoncé has been used on the disk itself, unlike the other digipak’s I have analysed. The imagery is also quite provocative, as Beyoncé is being portrayed in a fairly sexual way due to the clothing she is wearing and high heels and also her poses in all three images.

The colour scheme used for this digipak remains consistent throughout. It is clear the images have been edited in a way to give them a muted, yellow tone, which make them even more recognisable to the consumer.

Typography Design

All text included on this Digipak is simple and easy to read. The typography is kept consistent on all components to keep create a house style. A bold, sans serif font is used for the artist and album name, adding to the simplicity. The colour of the entire font is black and contrasts effectively with the muted, white background. The track listing on the back and disk itself is italicised, to add an effective contrast to the other text used.

Design Principles

The rule of thirds has been applied effectively to the imagery of this Digipak. On both the back and disk imagery, Beyoncé is positioned to the left, placing her in the main focal point, meaning it is the first thing consumers would see, therefore effectively

Research and PlanningAncillary Task 1: Digipak