Digipak Analysis

In this digipack the artist creates a feeling of innocence, as the digipack seems to have a candy theme based around it. This immediately creates a feel of naivety and innocents as these connotations are generally associated with the theme that the artist is displaying. This is shown on the front cover as the artist lays naked on a pink cloud. This further creates innocence as laying on a cloud shows heavenly connotations and makes the artist look like an angel. Also the pink cloud continues the theme of a `candy world` as the clouds are made to look similar as candy floss. This theme is maintained throughout the digipack as on the back it shows a close up of the artist again laying on a pink cloud. The image inside the digipack also continues the candy theme as the artist is leaning over a cake behind a blank background. This candy theme seems to be a consistent theme over her recent career as this is the basis of her `California Girls` music video and is also heavily featured in here teenage dream tour.

The artist is seen on a background, which is mainly coloured pink due to the cloud she is laying on. This colour has been chosen to create a feminine fell throughout the digipack which is further emphasised through the constant candy theme. This also continues to create an innocent, naive feeling to the digipak as pink has connotations of being a compassionate and nurturing colour.  On the actual two CD’s of this album the colours are red and white on one disc and pink and blue on the other. This, paired with the design of the discs reinforces the candy theme further as they are made to look like a doughnut and a candy cane. This continues to create a child-like innocence throughout the digipak.

This digipak in many ways accurately represents the style of the artist. One reason for why the design reflects the style of the artist is because she has used this theme before in the previously mentioned teenage dream tour and the music video California Girls music video. Also this artist is known for being eccentric and pushing the style boundaries’. This therefore would be suitable for this artist as creating a ‘candy world’ or ‘candyfornia’ as she named it would reflect the personality and style of this artist.

From the packaging it is clear to see that this artist belongs to the pop genre. This is shown through the bright colours used on the packaging and the innocence that is conveyed through this digipak as these are all common convention seen in pop music. Furthermore the eccentric nature of this packaging also conforms to the common stereotypes associated with pop. For example other artists that belong to this genre also have an eccentric style such as Madonna and Lady Gaga. Also the artist is shown as very glamorous on this digipak, which is also something that is typical in the conventions of pop music.

The way that the packing has been laid out suggests that this album is aiming to target a younger audience. Thus is shown through the simplicity of the packaging. The packaging is highly image based which suggests a younger audience unlike other digipak’s, which would include more text for the audience.

The title of this album is named teenage dream, which supports the idea that this album is aimed at a younger audience. This title is also linked with the image on the front cover in the as the image shows the artist laying on a cloud. This creates a ‘dreamy’ atmosphere, which also is linked with the title of the album.