DIGIPAK ANALYSES1st – Olly Murs ‘Right Place Right Time’

FRONT COVER• This digipak has a continuity theme, strongly linked through colour

throughout each panel. The front cover of the digipak and the advert have a clear connection. The same image used and colours and fonts define an obvious relationship between the two. This creates familiarity for the audience to quickly pick up and recognise what is being promoted, resulting in likelihood of it being purchased. What I think personally works really well with the front cover is the use of high key lighting, furthermore this produces an upbeat feeling which associates with the album and genre (being pop music). The image being bright conveys happiness and defines the artist in a bold distinctive way. Olly Murs being in the centre and the foreground clearly emphasises his importance, with the text surrounding him in the background resembles the artist being significant. The font is bold and conventional, this makes it eye catching to the audience. The use of colour has been used to establish the most important information, to make this stand out. Defining the artist, album title and ‘deluxe edition’ boosting the fact it’s a collector’s edition and encouraging the audience to want to buy it. The bubbly ‘fun’ font is appealing to the target audience and links with the genre. ‘Olly Murs’ text is slightly larger than all the other fonts, like other digipaks, this works as recognition to what the audience is looking at. Which also helps with this is Olly Murs traditional clothing helps distinguish the genre and what the artist is like. This personal identity is so important as it creates a connection with the audience.

INSIDE

• As the digipak unfolds the three panels on the inside all link together, this is done with the use of colour and text. One each panel the background colour is cream which ties the three together. It’s evident that we are looking at the same digipak as the front on the inside is the same to the front cover. On both end panels the same technique with the crammed text is used like on the front cover, with repetition of the album's name highlighted in the familiar burgundy colour. This has the same effect with having the text framing Olly Murs with him being in the middle panel. This makes the artist a main feature and key element to selling the digipak. Moreover fans want to see the artist, this attracts the audience and helps influence them to buy the product. It’s so strongly connected small details achieve this, furthermore the white shirt with burgundy straps creates a flowing through each panel with the colour of the text matching. It links with the front as a similar photo has been used, the lighting, outfit, colour and even facial expression makes a relationship between the front and inside.

BACK COVER• Again the layout of the digipak is done to make it all flow smoothly

and link. The three panels on the back has used the same feature as inside, the use of each panel match in colour. A light baby blue like the front cover uses, adds this well-known feeling to the audience. The front cover extends onto the back with the same style, this is done through the use of colour, font and the layout. Again colour is continuous the whole way through making it ‘pleasing to the eye’. White in the background text, and again burgundy and black in the foreground text stating the most important information; just like what has been done on the front cover. The fun youthful font has been used again, this is reflective of the artist's personality which helps making the genre clear and what you would be buying. Syco music is on there to help promote the digipak and reassure its construct of being professional. It also does this by having all the typical conventions a digipak should have such as a spines, barcode, listing of songs etc… Following the codes and conventions the first panel has a close up shot of Olly Murs. As this is targeted at a fan base, the audience want to see lots of the artist. This close up image would be satisfactory for someone buying it. In this image he is wearing different clothing to the other images, his outfit is casual and ‘comfy’ as if it's allowing the audience to know the artist and feel a little closer to him. Another feature which makes this digipak more appealing is the little ‘extras’. Inside there is a little booklet, which contains lyrics to each song, lots of different images of the artist and a personal thanks from Olly himself, this makes a digipak more desirable.