Treatment- Digipak

I chose to create my digipak in Photoshop CC 2014 however assembled the final product using InDesign as it is better suited to publication techniques associated with digipak production.  Features that InDesign provided included the ability to alter digipak templates which was immensely helpful when creating a clean final image.  My digipak features a range of pastel tones throughout with pastel pink and yellow making up my backing colours and pastel blue and a plum purple making up the majority of the accent colours throughout the design.  The pastel pink is important as it is a modern colour due to the fact that millennial pink is treading due to the fact that millennials are reclaiming the colour pink and removing it's negative connotations and the negative connotations of femininity.  My overall concept for the digipak was to create a more aged appearance due to the fact that CD's are a more historic form of music presentation due to the advances of digital music such as Spotify and iTunes.

This is my digipaks front cover I have carried over the design of the polka dots from one of my original designs due to the fact that it was the design that the majority of those surveyed liked however I altered the font and opted to use pastel tones as when I attempted to make a digipak using bright tones and dots I found the design to hurt my eyes and be overly garish.  This design features the font Superclarendon Black Italic due to the fact that I felt that it gives the album cover a vintage appearance and helped to link the polka dot print to the font due to that fact that the polka dots and colour scheme are reminiscent of a vintage dress or table cloth from the 50's.  I feel that this cover was heavily inspired by Melanie Martinez's album "Cry Baby" due to the use of childish imagery and feminine coloration.  I feel that the polka dots give the image a childish appearance due to the fact that it is generally seen as a fun and happy print.

This is the lyric sheet for my digipak.  It is found on the inner left wing of my digipak as I felt that it would be excessive to create a whole lyric booklet for one songs lyrics and that it would detract from the minimalistic approach to the digipak.  I also felt that it was in keeping with the vintage design due to the fact that Vinyl records will sometimes feature the lyrics to the album on the internal rings of the record sleeve.  I feel that the use of a cream background here adds a nice sense of contrast due to the fact that I used pink externally as it creates a clear split between the digipaks pink exterior and the cream interior whilst the use of the same 4 colours throughout links each wing of the digipak together.  I chose to use a blue backing for the lyrics as I wanted to create the contrast between the pink text (Superclarendon Black Italic was again used as I like it's appearance) and blue backing (when this image is enraged the text is clear and visible).  The use of the pink and blue next to each other suggests the gender binary and the way that our generation is breaking away from traditional gender norms can be converted through the use of the purple dots around the blue backings edge.

This is the disk for my digipak when it is placed in the pack it sits on a plain cream background.  I felt that I wanted to incorporate the polka dot appearance into my disk however did not want the pack to necessarily feature the same dots on every area as I was unsure how this would translate.  This is the reason that I opted to include rings in my digipak and created rings of varying thickness as well as without a regimented colour structure due to the fact that I wanted to symbolise the fact that youth is not always perfect and easy to represent in one simple format.

The backing for my digipak features the pink background found on the outside of my digital as well as a cream square where my company logo is featured.  The company logo is large compared to the two smaller logos of Sundara Karma and their record label RCA records due to the fact that the our company created the music video and in the brief this digipak is promotional material for the music video.  I featured both the Production team, Band and Record label at the base of the digipak using the font courier due to the fact that it has the styling of a type writer and gives the text a more personal appearance whilst maintaining the vintage appearance.  A barcode has been included in order to make the digipak scannable in stores.