Text PositioningLike other digipak’s the album cover includes both the band and album name; in order to make it recognisable by consumers. Similar to other digipak’s I have analysed, the band’s name, Mumford and Sons is bigger than the album name. This is because the band’s name is likely to be more recognisable than the album title. The text on the cover is fairly subtle and does not distract from the main focal point, the image. The text on the back takes up a large proportion of the page and the track listing is centred, making it the main focal point of this page. This is effective as it is arguably the most important element of the digipak.

Imagery and ColoursThe imagery used for the cover of this album effectively represents the indie/folk genre of music which Mumford and Sons produce. This is shown through the medieval backdrop of the image (horses, flags and brick walls) and the clothing worn by the band. The entire band is featured on the album image, something I have found is increasingly unpopular for digipak’s. However, because the overall look of this band is quite distinct it is important for them to be included on the main image. The background of this image also portrays the lively, upbeat style of music as it is a mid-action shot. On the back however, it is a wide shot of a brick wall and window, possibly from the building shown in the cover image, which creates a vintage, rustic look. This compliments the indie/folk genre. An image has not been used on the disk of this digipak, instead a plain blue background with simple line details, which further emphasise the medieval, royal look. On the cover image a fairly vibrant and cheerful colour scheme has been used, which attracts consumer’s attention. This has been achieved throughout the various flags in the background and costumes of the band members (red socks, blue shirts). The deep blue colour of the disk gives the digipak an almost royal look, which compliments the medieval theme of the digipak. Therefore creating a consistent house style.

Typography DesignThe typography used on this digipak is extremely varied, especially on the back. The track listing on the back includes a wide variety of fonts, which different thicknesses and styles. This gives the digipak quite a unique and recognisable look. The sans serif font used on the album cover is fairly simple and easy to read, and has an almost scripted look to add to the medieval style of the digipak. The same typography has also been used on the disk itself, to create a consistent and recognisable house style.

Design Principles

In terms of design principles, the Guttenberg principle has been applied to the digipak’s disk, as the band’s name is positioned in the primary focal point, meaning it is one of the first things the consumer will see when they open the actual Digipak; therefore making it instantly recognisable.

Research and PlanningAncillary Task 1: Digipak