Digipak AnalysisGoodbye Lullaby

By Avril Lavigne

Background Goodbye Lullaby is Avril Lavigne‟s 4th album

It was released on the 2nd of March 2011

The album debuted at number four at the Billboard 200

As of January 2013 the album had sold over 362, 000 copies in the US and over 410,000 copies in Japan, receiving Platinum certification in November 2012.

In the UK, the album debuted at number nine, selling over 22,500 copies, ending Lavigne's streak of consecutive number-one albums in the UK at three holding the record for the most consecutive number one albums by a female artist.

Digipak Analysis

The album is mostly blue and dark. In

contrast, the artist is wearing white clothes

to stand out from the background. This

relates to the name of the album as it tries

to be serious and depressing.

Front Cover

The digipak shows the artist sitting on a piano,

contrasting with the background. The piano relates to

the rock genre and shows Avril‟s passion for music.

The flowers in the background also give it a gentle and

innocent feel, contributing to Avril‟s white dress which

sets the feeling of innocence and seriousness.

The title has gentle lines and is handwritten which

contributes o the „serious‟ and „classical‟ feel which is

typical of the rock genre. It‟s also small and less visible

than the other elements, focusing more on the image of

the artist.

Back cover The background is mainly dark and green which

links to the front cover. This may relate to her song “Alice”, making it seem as if she is in wonderland herself. It also seems as if she moved from sitting on the piano to playing on it while still lying on it.

The text is simple and white. It makes it plain and limited instead of glamorous and stylish, which contributes to the rock genre.

The back cover shows the artist in a closer view. This shows her emotions and make-up: She looks quite sad and her make-up is simple and dark. It is again mainly focusing on the solo artist, showing her importance.

Picture Panel The artist is again the main focus of the picture. She is

looking into the distance while playing the piano, again

emphasizing her passion for music and that she is sad or even melancholic, hence looking into the distance.

The background is dark and green again, linking to the front and back covers. She also looks more like a painting, contributing to the melancholic and sad mood.

There is also a picture of a skull and 4 hearts in the bottom

right corner of the frame, reminding everyone of her earlier songs and albums.

Moreover, she seems to have moved to a sitting position next to the piano, so it seems like she is moving with every section of the digipak.

Disc The disc also focuses on the artist, forcing us to

look at her and notice her importance.

The picture looks as if it was painted again but has the same colours that link to the digipak. However this time even the artist blended in with the colour scheme.

Avril‟s name is also included to identify who the artist is.

Her posture of looking down again seems as if she is sad and perhaps thinking about the past.

The DVD itself is simpler, dark shades of green and Avril‟s name. This makes it clear it is a DVD.

Throughout every section the pictures seem to focus on just the artist and the piano, emphasizing her passion for music. Moreover the same colour scheme, mood and posture is used to link each picture together and emphasize what “Goodbye Lullaby” means. Moreover, the white dress also shows how she is not a “Lullaby” anymore, where as the melancholic and sad mood relates to “Goodbye”. This also shows how the album itself talks about Avril personally and tells the audience that it talks about events that had an impact on her. This is also why her costume contrasts with the background, to show how important she is in this album.