Before analysing existing examples I have to decide which digipack layout I am going to use. I have chosen the one below because it is simple and many successful indie rock bands use this layout because it is the most conventional in design.
After taking the photos I will be using for my digipack, I have now analysed some existing examples to learn the common conventions e.g. style of font, editing techniques, design and layout. As Bentley (1997) once said, to represent the needs of a given target audience who have come to expect certain conventions from products they enjoy (Blumer and Katz, Uses and Gratification Theory) the creative process is; "Rearranging of the old to create the new."
In terms of digipacks, the layout conventions are shown above. In effect every digi pack acts as a form of advertising for the product in a more collectible/personal way than downloads. This could be partly the reason why CDs still have some market power - because consumers want something tangible they can hold in their hands. In short, the digipack is a creative extension connoting the essence of the band and illustrating how they represent the target audience. The target audience is represented through a clever blend of mise-en-scene, camera shots, colour and text.
Below is the digipack for The Kooks' album Inside In The Inside Out and this is a good example of the design of an album following conventions to represent its target audience. Through the use of the intimate photograph (the band are seen practicing backstage) and the black and white editing mixed with red and blue, the mise-en-scene represents British indie rock in the sense that it is simplistic and will appeal to fans of this genre. The red, white and blue colours used connote the classic iconography of Britain (the flag).
As you can see, these CD digipaks contain an image and logo for the front cover, song listings on the back cover, and images for the inner sleeve. This is the most prominent layout in indie CD covers, which is why I chose to layout my digipack like this. I have taken the images I need but I must create the design of the logo etc.
In terms of common conventions I have noticed that black and white images occur the most in the digipaks I have analysed. This is because the lack of colour connotes sadness and depression, common themes that feature in indie/rock music so to bring these themes onto the album covers seems fitting.
Another convention I have noticed are the lack of images used on the disk. The band's logo is all that features so this is what I will apply to my product. Images used on the back cover sometimes appear but not always so I can choose either options when creating the design for my work.
Bold headings of the album name and band name appear on both, this is obviously to attract the band's fan base and target audience. However, the indie/rock 'style' represents this target audience and both album artworks will appeal to most fans of this genre.
