DIGIPAK ANALYSIS

FLORENCE AND THE MACHINE - LUNGS

The front cover of Lungs shows Florence Welch, the singer, clearly. This would make it easier for fans of her music to identify her as a person. It also gives her the ‘star image’ (Andrew Goodwin’s theory) and allows her to be known by appearance. Her band’s name is displayed across the top of the album cover using her own logo. It’s white on a black background; it stands out more than if it was across an image or if it was a different colour.

The title of the album, Lungs, is across the image and is positioned on the lower half of the image. It’s actually

positioned across a pair of lungs that are shown on the exterior of Florence in the position of where they are inside the body. This is effective in way because it’s a clear reference to the title of the album.

There’s flowers and patterns behind her which could be linked to her style of music; Florence is described as art rock, indie rock, and neo soul. The pink of the flowers stands out as the colours are quite faded on this album cover. The lungs also stand out, giving more emphasis to the album title.

The back cover of Lungs shows a diagram of a heart. This carries on the theme of organs that the band has going on with this particular album. Some parts are labeled with a number as if each song on the album is linked to a certain part of it.

The song titles and numbers are displayed in quite a small area as the diagram is the most dominant feature of the back of the album. However they are still readable and shown.

The back cover also shows a website link for the band which would allow people to become aware of it. This almost invites them to go onto the website and to seewhy it’s featured on their album.

Just below this, it says “Insert the disc into your computer to unlock bonus content”. This is a hook to lure people into buying the physical album; people like to receive free and special content.

The copyright for the content is featured in the smallest font at the bottom of this along with the barcode. If it was any bigger, it could challenge the aesthetic of the image but it’s still noticeable.

The digipak for Lungs features a booklet with all of the lyrics to the album’s songs. The lungs theme applies to this also as many pictures of lungs are shown around the lyrics. They really stand out as their colouring is brighter than the other images and general colour of the background. The way they’re shown on what appear to be roots and branches hints that they’re growing and the section in the right-hand corner show them as part of what looks like a tree. This links to the nature theme, along with the flowers from the album art.I think this is a good thing to include in a digipak because people often want to learn the official lyrics to songs, and it’s nice to have something to pull out.