AVICII DIGIPAKTHIS POWER POINTSHOWS THE RESEARCH AND CHANGES OF

OUR IDEAS DURING THE TIME WE USED TO MAKE OUR DIGIPAK.

RESEARCH

• BY RESEARCHING WE REALISED THAT AVICII DIDN’T RELEASE ANY DIGIPAKS. HE WAS MORE PRONE TO RELEASE ALBUMS. HOWEVER FROM THE RESEARCH OF THE GENRE WE NOTICED THAT ELECTRONIC DANCE WAS BETTER AS DIGIPAKS. BUT THIS IS BECAUSE AVICII MAINLY PERFORMS HIS MUSIC AT GIGS RATHER THAN SELL THEM.

• IMPAC GROUP, INC. ORIGINALLY OWNED THE DIGIPAK TRADEMARK. THAT COMPANY WAS ACQUIRED BY MEADWESTVACO (MWV) IN 2000 AND FOLDED INTO ITS AGI MEDIA DIVISION. FOLLOWING THIS ACQUISITION, THE DIGIPAK NAME AND DESIGNS WERE LICENSED TO MANUFACTURERS AROUND THE WORLD. THIS IS BECAUSE IT IS A CHEAPER WAY OF PRODUCING THE PRODUCTS.

• SOME SAY THE DIGIPAK “AROUND THE WORLD IN A DAY” WAS THE FIRST IN 1985.

IDEAS

• OUR INITIAL IDEAS WERE TO EITHER HAVE A PICTURE OF TIM BERLING WITH THE NAME AVICII WRITTEN UNDER OR TO HAVE THE NAME AVICII IN BRIGHT COLOUR IN CENTRE AND PUT IT IN CONTRAST WITH A BLACK BACKGROUND AND HAVE A FEW LIGHTNING LOOKING SHAPES COMING OUT OF IT.

• OUR IDEAS ALSO FOR THE REST OF THE DIGIPAK AFTER LOOKING AT DIGIPAKS, SUCH AS DAFT PUNKS DIGIPAK, WE LIKE THE IDEA OF HAVING A CONTINUOUS DESIGN FLOW THROUGH ALL THE SLIDES AND ONLY HAVE THAT WITHOUT ANY PICTURES (AS ELECTRONIC DANCE MUSIC DIGIPAKS DON’T USUALLY HAVE PICTURES). BUT THEN WE HAD PROBLEMS WITH THIS BECAUSE WE DO NOT HAVE THE SOFTWARE AND THE SKILLS TO MAKE SUCH A DESIGN. SO WE WENT BACK TO THE INITIAL PICTURE IDEA. AND CAME WITH OUR FINAL DESIGN BY EXPERIMENTING.

COLOUR

• FROM OUR RESEARCH OF COLOUR WE LEARNT THAT COLOURS DIDN’T EXACTLY REPRESENT EMOTIONS BUT THE EMOTIONS FROM THE THING THAT THE COLOUR REMINDED US OF OR OF EXPERIENCES. FOR INSTANCE RED CAN BE REPRESENTED AS DANGER FROM RED STOP SIGNS AND BLOOD BUT CAN ALSO MEAN PASSION AND LOVE FROM THINGS SUCH AS A DRAWN RED HEART OR A RED ROSE. (THIS RESEARCH WAS CONDUCTED BY EMILY SOHN.)

• FROM OUR RESEARCH WE ALSO LEARNT THAT SURPRISINGLY WOMAN AND MEN’S FAVOURITE COLOUR ARE BOTH BLUE. WOMEN’S SECOND FAVOURITE COLOUR IS PURPLE AND MEN’S IS GREEN.

• SO BECAUSE OF THIS WE DECIDED OUR MAIN COLOUR WOULD BE BLUE. BUT THEN BY EXPERIMENTING WITH THAT COLOUR WE REALISED THAT IT WAS MISSING SOMETHING AND THAT IT WAS TOO MONOTONE SO WE DISCREETLY INTEGRATED THE COLOUR PURPLE AND GREEN. WE NEEDED TO STICK WITH BOTH THE WOMEN AND MEN’S FAVOURITE COLOURS AS THEY ARE BOTH A PART OF OUR TARGET AUDIENCE. BUT FOR OUR BACKGROUND COLOUR WE CHOSE BLACK. THIS IS BECAUSE IN DIGIPAKS WE HAVE OBSERVED OF ELECTRONIC DANCE MUSIC PREVIOUSLY WE HAVE NOTICED THAT THEY KEEP THE COLOUR BLACK PROMINENT WITH BRIGHT COLOURS. TO US THE COLOUR BLACK REPRESENTED A NIGHT OUT OR CLUBBING WHICH IS WHERE THE MUSIC GENRE WOULD BE MOST PLAYED AND ALSO THE BRIGHT COLOURS WOULD REMIND ONE OF THE LASERS LIGHTS IN NIGHT CLUBS.

LAYOUT

IMAGES

THESE ARE THE IMAGES WE USED.WE CHOSE THESE ONES BECAUSE THEY

SHOWED TIM BERLING IN ALL OF HIS DIFFERENT ASPECTS OF HIS LIFE. YOU HAVE HIS PERSONAL LIFE COMPARED TO HIS WORK LIFE THAT MAINLY

LOOKS LIKE HIM HAVING FUN. I HAD TO CROP ALL OF THESE PICTURES INTO A

SQUARE AND THEN SET THEM ALL TO 16X16 SIZE, SO THEY COULD ALL BE EXACT. I THEN

CHANGED THE HUE AND SATURATION TO MAKE THEM ALL HAVE A BLUE TINT AND KEEP OTHER

IMPORTANT COLOURS SUCH AS GREEN OR RED/PURPLE. I THEN CHANGED THE CONTRAST

AND LIGHTLY DARKENED THE SIDES. I USED PHOTOSHOP TO DO ALL OF THIS. WITH IT I ALSO ADDED THE TEXTS AND MADE SMALL DESIGNS TO FIT THE HEADINGS IN THE TEXTS. FOR THE FRONT PAGE I USED DIFFERENT COLOURS AND

BRUSH SIZES TO MAKE IT LOOKS LIKE THE NAME AVICII WAS GLOWING. I ALSO EMPHASIZED THAT BY MAKING ALL THE SURROUNDING COLOURS BLEND IN/ FADE INTO THE BACKGROUND SO

THEY DON’T LOOK DARK BUT SLIGHTLY DIMMER THAN THE TITLE.

FONT

• WE FIRST DECIDED TO USE A FONT THAT SUITED OUR GENRE. A FONT THAT WAS MORE STYLISH BUT SIMPLE AND THE CLOSEST WE HAD TO AVICII’S USUAL FONT.

• BUT THEN WE HAD PROBLEMS WITH THE BIOGRAPHY AND THE TOUR DATES AS THE FONT WASN’T VERY UNDERSTANDABLE WITH LONG TEXTS. SO WE DECIDED TO USE A SIMPLE FONT FOR JUST THOSE TWO SIDES, AS WHEN WE TRIED IT WITH THE OTHER SLIDES IT DIDN’T MATCH THE GENRE AND MADE IT LOOK TOO CHILDISH.

FEEDBACK

• EVERYTHING WAS REALLY GOOD AND IMPRESSIVE MAINLY BECAUSE THE COLOURS WORKED REALLY WELL TOGETHER AND THE CIRCULAR EFFECT IN THE PICTURES DREW THE ATTENTION TO THE TEXT WITHOUT BEING TOO MUCH. BUT THE MAIN PROBLEM THAT NEEDS SORTING IS WITH THE 2 FONTS. THEY NEED TO BE THE SAME. AND IF IT DOESN’T WORK WITH EITHER, DO IT ALL AGAIN WITH A NEW FONT OR SLIGHTLY CHANGE THE BACKGROUNDS SO THE WRITING WOULDN’T BE LOST IN IT.

CHANGES MADE FROM FEEDBACK

THE FONT HAS BEEN CHANGED IN THE BIOGRAPHY AND 2014 GIGS SLIDES. THE COLOURS WAS ALSO SLIGHTLY CHANGED IN THE BACKGROUNDS SO THE LETTERS WOULD BE MORE PROMINENT. FOR THE BIOGRAPHY SLIDE I HAD TO ALSO CHANGE THE COLOUR OF THE WRITING BUT STILL KEPT IT WITHIN THE COLOUR SCHEME WE CHOSE. BECAUSE WE DID BLUE AND PURPLE FOR THE GIGS SLIDE WE DID BLUE AND GREEN FOR THAT ONE.