Research Planning: Digipack design with relation to branding.

Looking at the digipack design for Florence and The Machine 'Dog Days Are Over'

With relation to her video, the digipack ties in closely with the concept behind the music video for her single 'Dog Days Are Over'. The costume style from the video is repeated on the front on the digipack. The elaborate costume and concept of movement from within her is dominant within the design. she is central to the front of the digipack and the dark border highlights her. The colours are simple, with no mix match to distract from the music, and the colours within the costume are very earthy, natural and organic, symbolising what her music is about. the idea of her being individual is clear: shes a noncomforist when it comes to music.

Colours used are simple, plain, clear cut much like the fonts; the same fonts are usd throughout all of her media, both website and digipack, posters and mulitmedia adverts. all of this is building her brand image and making her work recognisable. the digipacks design has high levels of continuity with the colour palet and fonts, theme and background being the same throughout the whole of the design. all of this leads to the veiwers focusing on her as an artist not as a media toy.

the design helps suggests the music genre in which Florence falls. with the quirky costume, plain and bold clear cut design and individual font, its clear to see that Florence and the machine isn't a pop act, because theres no bright colours or 'in your face', eyecatching fanices on the cover, and she isn't going to be the next heavy metal act to hit the scene: the backgrounds black but its not got flames or some image symbolic of anything.

The whole digipack is designed around creating and expanding this star image: Florence and the machine. Individual is the one word to describe almost anything on the digipack; individual font, individual costume, individual colour scheme, individual image.
The designer has created this whole individuallity for florence to expand and explore with, and this is whats going to gain her new listeners, which is exactly what this is designed for. The digipack is a promotional tool used by the record labels to collect fans for their artists, enticing them in to listen to Florences music.
and of course, with the design linked to gaining an audience, we can also see the label, writers, producers, who recorded it, and who was playing the instruments.