Analysing Digipaks: MUMFORD AND SONS

When analysing digipaks, I want to ask myself the following questions in order to make my research effective and gain some insight in to what I would like to include in my Digipak.

1. What are the key conventions of the digipack?
2. How does the design appeal to the artist's/albums target audience?
3. What do the elements of the design suggest about the artist, genre, and the album contents?
4. How does this text synergise with your other two?

Firstly, I looked at Mumford and Sons front cover of album 'Babel'

The flags that are hung like bunting represent that the success that they have in differnet countries and they are proud of their relationships that they share with different cultures.

The clothes they wear represent that they subvert from the mainstream sterotype. They are smart, perhaps showing they take their proffesion seriously, but may also be dressed in this way becuase they feel like their music is different therefore, so is their appearance.

The contrast of the differnet colours within the frame symbolise that they are an up-beat group.

The font they choose to header their album cover is sophisticated and clear. It represents them as being a 'classic' group.

This is the CD for the Mumford and Sons Album. The house style as been kept throughout the entire album, including the CD. It is kept consistent as the same font is used. This is effective because Mumford and Sons can be related and recognised with this trademark fond- something I think is very important for Marketing purposes. The use of white for all text for the production and distribution, as well as the symbols once again keeps to the house style.
The shields that are shown replicate a shield that you would find at an old school, and I think it is representing their British heritage and strong British roots.
At the bottom of the CD is the exact same copyright warning that is seen on the back of the digipak. This is shown in small text, as it is not of particular importance that the target audience read it, yet again it does need to be there to protect the artist and their work.
The dark classic blue of the CD is subverted from the house style. However, one reason they might have used this colour is too make it stand out as obviously it is the most vital part of the album.

The light and windows represent that the band are perhaps always looking out for their audience. The window also suggests quite the opposite to their previous smart attire on the front. The image shows a shabby old window, which is quite the contrast.
Each song is being portrayed as a brick. This represents that all the tracks make up the album, like each brick makes a wall. It is not an album which is merely focused on their main hits.
The different fonts of the tracks, perhaps emphasises that each track is individual.

What is similar about this and other digipaks? I think that they each have a unique design. They all contain the name of the producers and editors etc. However, that is not always on the back. 


What have I gained from this?

The colour contrasts that have been used are eye-catching and powerful, but is mute enough that the focus is not lost from the band.
The effect of the brick background is individual and I think that it would work really well for my genre.
It has shown me that the scene and frame in which the artists are in is vital to create and portray the band.