Digital Pack Research - Analysis. (Adele)

Adele is a British solo artist whose music falls into the Pop genre. The vast majority of her songs follow the theme of loss and love, as can be seen by examining the track-listing upon the reverse of the digipak, with song titles such as 'Lovesong' and 'Hiding my heart'. Therefore it is expected that this would be represented or shown in some way within her digipak to the potential listener. In my opinion this has been done by showing an image of Adele upon the front of the digipak looking both emotional and thoughtful. She is pictured looking down towards the ground, whilst looking both elegant and pretty. The discussed image is presented in monochrome and lighting has clearly been used to brighten 

Adeles face, causing it to subtly stand out from the dark background.

The image used upon the reverse of the digipak is slightly different to that used on the front. I believe that Adele has been pictured looking up at the viewer so that a personal element can be established between the viewer and the artist. It could be said that is seems as if the artist has a story to tell the audience, especially as this picture is located adjacent to the track-listing. The track-listing features the extra element of 'Bonus Tracks'. This is a marketing technique in some ways, as it may have an attractive effect upon the audience or potential customer, as they may feel that they are getting a better value deal when they purchase the album. 

The white font that is used  on the front of the digipak strongly stands out from the monochrome coloured background. As Adele is a Pop artist and a household name, this is important. If the potential customer sees the name Adele when searching for a CD, it is highly likely that they will recognise the name and will be aware of the music that she has released. Referring now to the back of the digipak, the title of the album is repeated twice, once on both of the vertical edges of the the digipak. It may be the case that this has been done to ensure that if the CD is placed on the shelf in a manor that does not display the front of the digipak, the title will still be on show to any passing trade or potential customers. Although this is assuming that the public will be aware of the title of the album or will not what they are looking to purchase. This therefore relies upon advertising and marketing taking place across other platforms of media.


Remaining on the topic of different media platforms, it can be seen that on the reverse of the digipak a number of website addresses have been included. These include www.adele.tv and www.xlrecordings.com. These sites being Adele's personal promotional website and the record label itself. This is an example of cross-media convergence, which allows the audience to further research the artist which may lead to the purchasing of more releases and/or merchandise. The fact that the layout and design are both of a simple nature creates a mature feeling or atmosphere about the digipak. If it was to be compared to other Pop artists digipak's it would look a lot more tame, due to the lack in bright colours or fulfilled images. I believe that this has been done deliberately to fit the target audience of Adele. This also links with the title of the album, 21. Turning 21 is seen as the coming of age and full maturity. This also happened to be the age of Adele when this album was released.