Explanation For The New FINAL DigiPak Design

By Cameron Sardinha

Previous Design

New FINAL Design

Front Cover

The DigiPak front cover was changed the most frequently out of the entire DigiPak due to its importance and significance when presenting the DigiPak to the target audience as it will be the first thing in which they will notice. The main reason why the DigiPak design had to be changed

from its previous two designs was because although the previous design included a multicoloured colour scheme conforming to the conventions of pop genre, it still didn't collaborate as efficiently with the Website. The new main change to the front cover of the DigiPak is the main picture.

The colour scheme is still multicoloured, but holds less resemblance to Andy Warhol's 1970’s pop art, as the websites background imagery including the characters faces isn't similar to Pop Art either. The new main picture on the front cover now holds exactly the same colour scheme

as the websites background which consists of a tiled layout presenting the characters faces with the same colour filter edited over the faces. These were both created using the same tool on Microsoft PowerPoint, therefore there was little margin for error. Furthermore due to the fact

that the same tool was used to edit the DigiPak main photo and the websites background photo means that the same colours and colour schemes could be used, therefore both the DigiPak and Website products collaborate with each other more successfully. This also further

establishes a greater sense of brand awareness to the target audience of teens to adults. As due to the increase in similarity between all three products now, especially the DigiPak and Website, the audience can relate the conventions of pop genre that the products conform to with the Mission 808 brand. This would be the new colour scheme highly relatable to the website, as well as the similar text type and text colour which

has remained since the previous DigiPak design, yet still collaborates successfully with the website. The conventions of pop genre which both the website and DigiPak now conform to in a closer manor not only establishes brand awareness, but also provokes a positive emotional response

from the target audience. This is due to the fact that when the target audience view the DigiPak initially, the colours used stand out more now as the entirety of each picture presenting one of the characters faces has a distinct colour filter edited over the top. This contrasts the previous

design in which various parts of the faces where coloured in different colours, which didn't collaborate with the website as effectively as it does now. The fact that the new final design stands out to the audience means that the positive emotional response provoked will cause the audience

to want to view the brand in more detail, therefore this will lead the target audience into discovering the website and music video products.

First Design

Front Cover

Similarity To

Website

From the print screen taken from the website and the new FINAL DigiPak front cover design, it can clearly be seen how the colour schemes used between both products are undoubtedly similar. The pictures of the characters faces on both products are exactly the same, creating a strong house style which the Mission 808 brand establishes, and in which both products conform to. Furthermore, the

colour filters used over the pictures are very similar to one another, further conforming to the Mission 808 house style, and further provoking brand

awareness for the target audience to associate the conventions and positive emotional responses to.

New FINAL Design

Previous Design

Disk Cover

The previous and only other design which the CD Disk cover had did not fully conform to the conventions of pop, let alone conform to the other products produced by the Mission 808 brand. This was due to the lack of colour and vibrancy which the previous design presented. The abstract lines were white as well as the text which didn't really conform to the conventions of pop. Therefore the

main changes made were the colours of the lines used, the colour of the font as well as the change in font type, as well as the background of the CD Disk cover. The abstract style of the lines stayed the same though as it suggests that the DigiPak as well as

the Mission 808 brand are not afraid to be different and abstract in the material in which they produce. This outgoing attitude to be different as suggested through the abstract design of the CD cover acts as a subconscious method to intrigue the audience into

wanting to find out more about the DigiPak as well as the brand. The use of the new orange lines and orange text conforms to the conventions of pop genre more explicitly now, as it is known that a key convention of pop genre is the use of vibrant colours

therefore the use of orange was seen as an appropriate choice of colour. Furthermore, the new text type which used to be courier, but is now courier sans is slightly different in the sense that it now stands out to the audience more, and it is known that pop genre music videos tend to stand out, therefore this was seen as an appropriate convention of pop to conform to through the use of bold

orange text. The background of the CD Disk was changed to black so that the orange coloured text and lines could now contrast more clearly, which further emphasises the vibrancy of the new colours used. This further conforms to pop genre as it stands out to the target audience due to its vibrancy. All these new changes have the effect of further provoking a positive emotional response from the target audience. This is mainly due to the fact that the audience can subconsciously relate the conventions of pop which

the CD Disk cover now more successfully conforms to with happiness and euphoria, as it is known that pop genre songs are commonly associated with parties and clubs in order to have fun. Additionally these new changes to the CD Disk Cover now

collaborate with the other parts of the DigiPak too, especially the front cover due to the use of the colour orange as one of the more noticeable aspects. Finally, the new CD Disk covers changes helps to establish a house style and brand awareness between all three products as the use of vibrant colours is now more consistently see throughout all three products including the rest of the DigiPak,

Website and Music Video.

Previous Design

New FINAL Design

Back Cover

Finally, the main changes to the back cover of the DigiPak was the change of font colour and text type to orange Courier sans in order to stand out more to the target audience to invite them into viewing the product and the Mission 808 brand by intriguing them. Furthermore, an orange box was produced around the track list, designed to divert the audiences focus onto the contents

of the product itself, in an attempt to invite the audience into viewing the DigiPak in more detail. Finally, the bar code and copyright information at the bottom of the back cover on the previous design was seen to be too blurred and unnecessary, therefore this was removed and replaced with a wide angle high resolution shot of London at night. This proved to be more

appropriate as it collaborates with the Music Video product, due to the fact that one of the main shooting locations is central London at night time, relating directly to the image used at the bottom of the new FINAL Digipack back cover design. The reason

for all these changes to have taken place on the back cover is to allow it to conform to the rest of the DigiPack which also included the same shade of orange, as well as the use of the courier sans text type in bold to stand out to the target audience on the CD and Front covers of the DigiPack. Furthermore these changes were designed so that the overall DigiPack would conform to the conventions of pop genre more successfully through the use of vibrant colours to stand out to the audience as a key feature

associated with pop. In doing this, the DigiPack would also be able to collaborate with the Website and Music video products due to the similar conventions of pop genre in which they conform to, especially the use of vibrant colours to provoke a positive

emotional response from the target audience. Additionally these changes made to the back cover are consistent with the rest of the DigiPack, but also establishes brand awareness as well as a house style which all three products conform to more successfully. The use of the colours and text are similar to that of the website and Music Video, therefore a house style related to the Mission

808 brand has been established. Due to this common house style seen throughput all three products, brand awareness is established as the audience can relate the portrayed house style with the mission 808 brand, and can subconsciously relate the

conventions of pop genre which the DigiPak back cover conforms to with happiness and euphoric emotional responses.