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DIGIPAK PRODUCTION


The first thing I did was create my flatplan for my digipak, a 6 panel design – I decided to keep the front of the digipak simplistic yet elegant, and in order to do this I felt the image on the front cover would have to be dominant and well composed.

I decided the most important thing to do whilst creating my flatplan was to ensure that I got down all of the main features of a digipak – the front cover and the contents. The contents is on the back of the digipak along with the barcode and record label symbol, whilst the tracklisting for the main album is listed and the contents of the rest of the digipak below this – I decided to do it in this order to bring greater attention to the main CD because I feel it is the greatest draw of the digipak. Once again the image will be the main attraction to the reader and providing there’s enough space I might place a review of the digipak on the back.


This photo shows the flat-plan design of one side of my digipak. I decided to place a review on the inside sleeve of the digipak to further recommend the product to the purchaser and to give a stronger brand identity and product rating. Again the image will be the main draw of the panel which provides continuity from the previous panels and creates a stronger brand image.

This photo shows the inside of the digipak as a flat-plan design. I decided to include a USB stick and an art booklet in the digipak because I wanted to ensure it had a unique selling point and also because it allowed me more opportunities to design products for the digipak. The USB will be a particularly useful attribute for the digipak because it can be pre-loaded with content from the artist and then be used by the purchaser for their own purposes whilst spreading the name of the artist at the same time – further boosting the brand image of the artist and the sales of the digipak. It’s also a unique item which could potentially become a collectors item and this exclusivity could be a large draw for many purchasers – the same can be said of the art booklet also. I decided to include the bonus DVD because some people may prefer to have the content on disc rather than USB or through the internet and it could contain behind the scenes content and previously unreleased songs – provides a chance for the artist to really establish themselves and create the foundations of a library for their backcatalogue.


This image shows how the purchaser will initially open the digipak.

This image shows that the first elements of the digipak the purchaser will see are the USB stick and booklet – I decided to arrange the digipak in this way because it proved to be the easiest aesthetically and also for how the digipak folds – the real product will of course be made using thick card, not paper as the flatplan is made using, and therefore this panel will give the greatest space which is needed since the USB and booklet are likely to be the thickest parts of the digipak.


I started the design of the first 3 panels of my digipak by creating a template which I can use for these 3 panels and the other 3 panels. I selected a photo I’d taken of a sunset and adjusted the hue & saturation to create a more relaxed colour tone to the image. I then typed the name of the artist onto the page and selected a pale gold colour for the font – this blended well with the rest of the image and helps with the natural feel I wanted to portray. I also inserted the name of the lead single onto the page and the age-recommendation symbol in the bottom right side of the image.

I then selected two other images from my portfolio and adjusted the hue, saturation and lightness of the images so they all slightly corresponded better with each other. I then typed the tracklisting and contents onto the “back” panel of the digipak, deciding to use the font Franklin Gothic Medium again because it’s easy to read and shows continuation from the front cover to the back. I also placed a barcode onto the middle panel and designed and inserted the logo of the record company.


I then inserted a quote on the middle and left-hand panels of the digipak, both using the same fonts and large quote marks to provide continuity and to draw attention of the reader to it. Despite the fact that the reader won’t see the font on the left panel until they’ve purchased it and opened the digipak I still decided to place a quote there because there is a chance that they will open the digipak before purchasing and it also helps to promote a stronger brand identity for the artist, however I didn’t want to place any more text on the left panel because it would get too cluttered and the photo stands out on it’s own and looks better with a minimalist image.


Next I chose three original images and focussed on the clouds in the photos, before placing all three into my template for the inside of the digipak. I then adjusted the hue & saturation of each photo so there was a greater link between all three, before increasing the lightness levels of each photo slightly to give a greyer appearance.

I then created a template for the discs which will go inside the digipak and then proceeded to create the style for the main CD. I drew inspiration from the only instrument used in the song, a piano, for the overall image of the CD and the reasoning behind the simple font for the text was because it suited the sleek and modern style of the rest of the digipak whilst simultaneously standing out and being aesthetically pleasing.

I then placed the disc onto the template for the inside of the digipak.


I then created the design for the second disc, containing two albums from the artist, from the template I’d previously used. I then placed this onto the template for the inside of the digipak beside the previous disc, as outlined in my flatplan for the digipak.

I then designed the USB stick, deciding to follow the design of the main CD which draws inspiration from the design of piano keys, however the USB will have to be thin in order to fit inside the digipak. The panel will have to be customised in order to accommodate the holders for the USB stick.


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- Refers to the order in which you will see the pages once the booklet is physically created and assembled. These numbers do not actually exist on the design of the booklet.

I then commenced the design of the art booklet, using the dimensions shown – it should be remembered that the page as shown here would be folded in half so the dimensions of each page will in reality be 8x8. I decided to go for a minimalist look with the booklet once again as it strengthens the brand identity and because I feel it was effective for the rest of the digipak – the imagery stands out on it’s own without the need for masses of text, whilst the font used on page 1 is called Lucida Bright.

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- THESE TWO PAGES WOULD BE PRINTED BACK-TO-BACK IN PRODUCTION -

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I then designed the first inside page of the booklet, again choosing two original images and editing the left one slightly so it blended better with the picture on the right by changing the hue and increasing the saturation slightly. I decided to find a famous quote about love and insert it into the outline of a heart shown in the picture on the right of the page to further highlight the stunning imagery and positive outlook of the digipak – for the picture on the right I also used the Clone Stamp tool in Photoshop CS5 to increase the length of the arrow entering the heart in order to make it stand out more and to bring a deeper dimension to the image. The font I used here is called Vivaldi, and I then italicised it.


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I then chose another two original images and edited them once again so there was a common colour scheme between the two, however the left hand picture contrasts well with the right hand picture and this contrast and similarity is a theme I wanted to carry through the digipak. In particular I felt the sillhouettes are particularly stunning in these photos and this is potentially an element I’d like to carry on through into the music video – further increasing the brand identity.

- THESE TWO PAGES WOULD BE PRINTED BACK-TO-BACK IN PRODUCTION -

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I again chose another 2 original images, however they look very similar so I decided to rotate the left hand picture to create a more stunning image overall. As a finished product these two pages will be seen together in the middle of the booklet and therefore the idea of it appearing mirrored will work. I felt the sillhouettes in these photos were again stunning and helped give off the beauty of the image and of the location.


I then inserted the front cover of the booklet onto the flat plan of the inside of my digipak alongside designing the holders for the booklet – again the booklet and holders must be thing and relatively flat in order to fit in the digipak and this was the reason behind the booklet only being 8 pages long and relatively small in dimension – however as previously stated the fact it could be a collectors item and is unique to this digipak is likely to negate these disadvantages.


I then created the flatplan of my advert poster. I decided to design it on A3 paper because it would be a good size for a poster and also because it can then be easily sized down for a magazine advert – typically A4. Therefore it was important to have the text sized reasonably large so that it would be easily viewable even if the image was downsized. I decided to again use images of clouds and landscapes from photos in my catalogue because it would provide a strong connection between the advert and the digipak, and the simple yet considered feel of the poster suits the songs and the stylizing of the digipak.


I then chose a selection of original images and placed them around the page in vary size and rotation, with each of the images containing only sky and clouds. I felt this would allow me to place text easier and would be easier on the eye for the reader – again it also corresponds well with the style of the digipak and the brand identity. I then merged the photos together to create one image and edited them by increasing the lighting, to give a very slight grey and whitewash feel (which makes it easier to read text) – the light grey colour scheme was seen in the digipak design also which shows further expansion upon the brand identity, and the poster is similar to the background of the inside of the digipak.


I then proceeded to insert the text for the advertisement, with the name of the artist and main CD being the main section on the right hand side of the page, the release details of the digipak on the left hand side of the page and another review of the digipak in the bottom right of the page. I chose white colouring for the text because I’d previously attempted a grey font, to correspond with the brand identity, however it wasn’t visible enough and after experimenting with outlining it to make it stand out more I decided to choose a more obvious colour – I chose white over black because I though white gave a greater sense of freedom which aligned well with the pictures of the clouds and sky upon which the text resides. Some of the fonts used for text on this page include Mistral, Franklin Gothic Medium and Garamond.


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