ANALYSIS OF EXISTING DIGIPAK

Lana Del Rey

ABOUT LANA DEL REY

Lana Del Rey is an artist who’s music focuses on indiepop. Her album ‘Born to Die’ was released January27, 2012. Lana Del Rey’s music appeals to a indie and vintage styled young adults.

The front cover displays a simple medium close up of Lana’s face and outfit. By applying a medium close up it frames the audience to the Lana’s beauty and voyeuristic feature. This is a common feature seen within the indie genre to allow record labels to create representation of the artist. The simplicity of the design allows us as the audience to focus on Lana’s vintage style seen within her outfit, hair and makeup. Lana’s wavy hair, nude lipstick and pout is a common feature seen with her albums, posters and adverts. It has allowed her to create a visual style which is a high demand seen within the record label and allows her target audience to recognise her for her stylish vintage image. Her target audience will define Lana for her beauty and sophisticated look. Lana has been pictured outside which is a typical feature seen within the indie genre. It displays her as exploring the word and to encounter on experiences to help her write songs. A filter has been used to soften the image which reflects a link between the artist and her music. The colour scheme of the front cover displays fresh and youthful colours resembling her young target audience. A simple styled font has been used to display the artists title. This styled is commonly seen within Lana’s albums, and advert which allows her to create a visual style and allows her title to be easily recognised within her target audience. The simplicity of the styled font relates the simplicity of Lana’s music.

On the back of the digital it displays redundant elements such as the track listing. The same simple styled font has been used for the track listening which again creates a visual style. Again the simplicity of the styled text connotes the simplicity of the album. Redundant elements such as the barcode, copyright issues and record label can be seen at the bottom of the album. An entropic feature seen within the back cover is the change of the colour scheme. The front cover displayed fresh and young colours whereas the back displays dominant and bold colours. I feel the red and white colour scheme could connote the powerful emotions and themes heard within the lyrics of the songs. The simplicity of the design relates back to the simplicity of the album. I feel the reason behind not placing a photograph of Lana is to allowed the audience to focus on the track listening and to discover the meanings behind the names.

The simplicity of white mainly filling the cd makes the colour of the roses become more prominent from the background and seem like an important theme throughout the digipak. The use of the roses could be suggesting the idea of love which could be a common theme featured in her songs. By placing the roses on a white background could symbolise the pure innocent love the artist has encountered on. The fact the artists name is not displayed on the CD could suggest she feels she’s important enough to have her photographs placed within the front cover and inside the digipak.