Digipak Analysis - Lana Del Rey

This digipak has been designed for Lana Del Rey's indie-pop album 'Born To Die' released in January 2012. Through the use of imagery it can be seen that there is a retro theme throughout this album through the simplicity of costume, make-up, setting focusing on Lana's vintage appeal she is pictured to be standing outdoors in minimal surroundings so that the attention is drawn to her. She is shot with a medium close-up in the centre of the frame, this says that she is the focus and exaggerates her air brushed beauty, her gaze falls directly into the camera and almost communicates to potential buyers, it is a very direct mode of address and brings it to a more personal level. However there is a contrast in the use of colours with the dominant colours being blue and white on the outer covers of the digipak and changing to just the red and white of the roses on the CD, this is effective as it may be perceived to be patriotic to her nationality, American. Her name is written in large, informal sans-serif font making it stand out and bring attention to the fact that the album is by 'Lana Del Rey' who is a well known and liked artist, the colour of the typography changes to contrast the background; against white it is sky blue and against sky blue it is white so it still keeps the continuity of the colour scheme.

The CD itself only has images present on it, red roses, these link to the title as roses are sometimes found at funerals. Roses are symbolic of love and connote lust and passion, these themes can be heard throughout the lyrics of the album.

The back cover continues with the blue and white colour scheme found on the front and also uses the same typography. It informs the buyer of what songs are being featured on the album, it also gives a website address for the official homepage of Lana Del Rey where fans and those interested can keep up with upcoming events and news, it also contains record labels and companies supportive of the artist. The overall look of this album has no specific connection to the title but from the features presented it has been made clear that this album is of the pop-indie genre.

Digipak Conventions

Digipaks are the casings for CDs and are used to effectively promote an artists image this is done with images related to the genre and style of the artist or the songs found on the album, there is quite often an image of the artist or band so that fans can recognise them and it will appeal to their loyalty to the singer/band. They are usually a clear plastic with panels of printed paper folded within to add to the visual aesthetic, these visuals tend to have a theme running through them that links to the theme found throughout the album to keep continuity between the product and packaging. Within the digipak there is a CD holder for one or more CDs and some may feature a small booklet containing lyrics and band or artist information so that listeners can also learn more about the artist and possibly create more of a personal connection to the music as they feel closer to them. A track list is presented on the back of the case to let purchasers know the contents of the product and to make it easy to find what track is being listened to, also on the back a record label may be seen to recognise the companies contributing to the album and to create a link between a successful artist or company. Digipaks give fans of the singer/band the feeling of being closer to their idols and give them a sense of loyalty as well as owning a hard copy collection of the songs rather than predominantly owning digital downloads.

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