Digi-Pack - Stage Three

The next stage and final stage was producing the final front and back cover, as well as the middle pages. This was done through the use of Photoshop.

To begin with the colours of the images must be altered to make them match with the music video, this being black and white. Therefore we altered the saturation, contrast and vibrancy of the image.

This resulted in the images appearing like this:

Rachel then moved onto creating the images to the size of what a digi-pack would be as a real media product and also by beginning to add text.

As the public wanted a playful typography Rachel experimented with fonts that could be considered as this. The font used on the image below is the final chosen font that will be used as it can be considered as playful; it also contrasted with the harshness of the image.

The images below are examples of the first drafts of the digi-pack:

Digi-Pack - Stage Two

After deciding that we will most definitely use a photographic image for the digi-pack we chose the image. We felt the image below would be a successful front cover because it fitted with alternative pop-rock band conventions in other album covers. It is also a unique image due to the woman having a scarf wrapped around her face, something that is unusual and you would not often come across. This image makes a clear link to the music video, due to the original image being taken from the music video. Therefore, both products would subconsciously remind the audience of one another.

Also we choose this over the 'stereotypes' image - having the different representations all in a line, as we felt the scarf scene and its connotations were seen throughout our music video, for example throughout the whole duration of the video there is frequent shots of the girl pulling down the scarf gradually of her face. This connoted her efforts to escape from society and its judgment.

We also began to think about the back cover of our digi-pack. We wanted to ensure that our front cover linked with our back cover, much like linking it with the music video to show fluidity. From research we also identified that a common convention with digi-packs was that their back and front covers matched. For example, Arctic Monkeys.

We wanted to create a similar design to the Arctic Monkeys digi-pack, therefore we produced the image below:

We felt this image was very successful and effective as it corresponds with the conventions of other real media products. Also showing the actress with the scarf completely over her face, shows something original and different to the music video. This composition also appeared successful as the back of an album cover as it leaves a blank space on the left hand side for what could be considered as the albums contents. This shows we understood the basic requirements for what a back cover needs, therefore showing that our research and development stages were effective.

Photographs For Album Cover - 5 of 46

Digi- Pack - Stage One

In order to ensure that the digi-pack linked to the music video we took elements from the music video and experimented by turning the print screen images into cartoon images and in general mixing the images up. We felt the image below considerably reflected the connotations in the song, especially the variety of stereotypes.

Rachel used this image as a base layer to produce the cartoon album cover below.

Above is a very rough sketch done by Rachel showing how she would reflect the different stereotypes. Through displaying the signs, the intended connotations can be witnessed in the music video and digi-pack. However, during discussion Rachel and I felt that this composition was too busy as an album cover and would not appeal to the audience.

This image from the music video also inspired us:

Rachel also experimented with changing this image into a cartoon composition for the album cover:

This album cover in the form of a cartoon done properly could be considered as an effective album cover, however Rachel and I felt that a photographic image would be more appealing and realistic, from research we found that the target audience also want this. Creating the album cover in the form of an album cover would not suggest reality, which is the main purpose of the music video, therefore they would not link.

This resulted in Rachel experimenting with photographic images for the album cover.

The above album cover can be considered as a much more striking image, therefore it is more likely to catch the audience’s attention. It also corresponds with the music video, reflecting the reality and connotations of it.

During this stage we also began to look at typography, and what current albums in the market are using. A great example is from the Arctic Monkeys:

Although the font here is considerably small it is still effective and creates an impact. Through using this smaller font it has resulted in the image being the main attraction, something that we want in our digi-pack, due to photographic imagery being a key component to Lost In Colour. The colour of the font; black, also considerably stands out due to the contrast against the white background.

Secondary Research - Photographic Images

Due to observing the answers I collected from the primary research questionnaire, I found that the target audience thought that a photographic album cover would be most effective for a pop-rock genre album cover. Therefore, it is highly likely that the digi-pack and magazine advertisement will be designed using a photographic image.

In order to ensure that this is the best and most appropriate route to take more research into photographic album covers was conducted. Via Lost In Colour’s Myspace page I can identify that rather than the band wanting to be known as a pop-rock band, they would like to be know n as an ‘alternative band.’ Therefore, it could be considered more appropriate for their album cover to represent the alternative genre with photographic album imagery rather than represent pop-rock, with cartoon like imagery.

Also through researching the band on Myspace and Facebook it is obvious that the band members are particularly interested on basing their publicity through the use of photographic imagery, an example can be seen below.

The purpose of look at this was to identify what type of personality the band have and how they want to be reflected as a band during advertising. Although the designs that can be identified are fairly simple, they are effective and represent a modern element, in contrast to other similar genre bands being designed as cartoon artwork. Therefore, taking this approach could be considered as more appropriate regarding the album cover and also original. From the photographic images it is clear that they aim to promote themselves primarily through photographic imagery, also the experimentation within colours, also suggests they are particularly aiming to promote themselves through creative and artistic elements within photography. This can also be seen in there first music video '+354,' released on the 24th December.

The creator of this music video, Daniel Broadway, though currently establishing himself in the media industry, is renowned for his photographic imagery. This suggests that Lost In Colour purposely chose him to create their music video due to his photographic approach taken when filming.

Through research into photographic imagery as well as multiple other research, we have designed that due to Lost In Colour wanting to be considered as an ‘alternative’ band photographic imagery is the best method to take when producing the ancillary tasks. Specifically as rather than following the same path as similar genre bands they want to publicise them self as unique and modern, therefore alternative conventions is the best approach to take. The effect of this should most definitely appeal to the intended target audience and also currently matches with Lost In Colour’s promotion techniques.

Primary Research - Questionnaire Analysis

For part of Lost In Colour's primary research I conducted two questionnare's. One  finding out the target audience Lost In Colour's, 'Searching For The Sun In The Dark' should be directed at and the other; what Lost In Colour's audience want from their promotional campaign . I asked 25 members of the public open and closed questions in order to identify this.

A questionnaire finding out what audience Lost In Colour, 'Searching For The Sun In The Dark' should be  directed at.

Question 1: Gender

I asked 25 members of the public that I suspected could be ‘Lost In Colours’ potential target audience. I aimed to ask an equal amount of male and female members of the public to ensure that the data I collected was as realistic as possible. From the questionnaire I can identify that I asked 13 females and 12 males, an appropriate number and what I planned in advance.

Question 2: Age

In order to collect reliable data I purposely asked a specific sample of ages, ensuring the public were all from various categories. This was done to ensure that I got the largest response as possible. It was near enough 25 % in each category, these being; 15 – 25, 26 – 36, 37- 47 and 47 +. Therefore, I can correlate with the other answers I collected from the public on future question analysis’.

Question 3: What social group would you class yourself in?

I asked this question in order to identify what class the people I was asking my questionnaire were. This was important as it would make me aware of what social class the digi-pack and magazine advertisement should be aimed at. This is in the context of language used with both and also the imagery viewed. I gave the four most common options of status: lower, working, middle and upper.

Question 4: On a scale of 1 – 5 which is your favourite genre of music? (1 being your favourite)

Although the graph provided could be considered as complicated to read, it is showing a broad range of the music genre’s that people commonly like. From viewing the graph it puts it into perspective of what is the most popular types of genre. As you can see from viewing the graph, ‘pop’ and ‘rock’ are the most popular forms of music. Suggesting to me that the people that I am asking the questionnaire are a great group to ask, due to Lost In Colour’s music genre being pop-rock. However, I also gave the options of R&B, acoustic and jazz.

Question 5: Are you interested in pop-rock music?

A very straight forward question with a very straight forward answer that identified that all of the audience that I asked this questionnaire do like the genre of Lost In Colour’s music. It also shows that there is a massive demand for pop-rock music. The purpose of asking this question was to identify if the age and gender of people had an effect on the music they enjoy.

Question 6: If yes, what band appeals to you most?

For this question I gave the options of: Arctic Monkeys, Metro Station, Boys Like Girls and All Time Low. The reason for this is because my partner and I identified this bands to be pop-rock, most similar to Lost In Colour’s genre and because Lost In Colour were influenced by some of these bands. I found that Boys Like Girls were an extremely popular choice, along with the Arctic Monkeys, the reason for this being most likely because they have been producing music for the longest. This is a positive reaction because Lost In Colour were influenced by this band.

Question 7: What feature of this band appeals to you?

Although this question could be considered as particularly pointless, the purpose of this was to identify and link it to the other questionnaire I conducted. I wanted to find out what aspect is the most important to be considered when promoting and also when taking into account a specific target audience.

                           

Question 8: What word best describes your opinion on pop-rock?

This questionnaire does not relate specifically to target audience; however it was included to give me an inclination of the reason why people listen to this genre music. I discovered that the majority of people that I asked thought ‘feel good music’ described their opinion on pop-rock music.  People also felt it was entertaining and considerably exciting.

A questionnaire finding out what Lost In Colour's audience want from their promotional campaign.

Question 1: Gender

I asked 25 members of the public that I suspected could be ‘Lost In Colours’ potential target audience. I aimed to ask an equal amount of male and female members of the public to ensure that the data I collected was as realistic as possible. From the questionnaire I can identify that I asked 13 females and 12 males, an appropriate number and what I planned in advance.

Question 2: Age

In order to collect reliable data I purposely asked a specific sample of ages, ensuring the public were all from various categories. This was done to ensure that I got the largest response as possible. It was near enough 25 % in each category, these being; 15 – 25, 26 – 36, 37- 47 and 47 +. Therefore, I can correlate with the other answers I collected from the public on future question analysis’.

Question 3: What do you expect to see from a pop-rock bands promotional campaign?

The options for the answers of this question are: sophisticated/elegant, high quality/up market, minimalistic and modern. Through asking this question and giving the options of these answers, it would enable me to see the aspects of a promotional campaign that I should include for promoting a band of this genre. The data I collected allowed me to identify that the majority of the public thought that the promotional campaign for a pop-rock band should be modern and minimalistic. Whereas only a couple of the public that I asked felt that the campaign should be sophisticated/elegant and high quality/up market. This confirms to me that the promotional campaign for Lost In Colour will be modern and minimalist.

Question 4: Do you expect a pop-rock bands magazine advert to be black & white OR colour?

The purpose of this question was to identify the colours that should be used when advertising and also to see whether it should match with Lost In Colour’s, ‘Searching For The Sun In The Dark’s’ music video and incorporating intertextual references. I found that that 2/3 of the public expected a pop-rock bands magazine to be in black and white, likely to be due to the stereotypical representation of this genre. However, 8 people of the 25 members of the public I asked chose ‘colour.’ This suggests to me that I must look into more detail regarding secondary research to identify what colours I should use during promotion. It also suggests to me that perhaps the majority of the advert should be black and white, with a hint of colour. Much like what is seen in the music video, this would considerably make a positive link between the two cross media forms incorporating a form of vertical intertextuality.  

Question 5: Do you expect a pop-rock bands magazine advert to be animated or photographic?

This was a significantly important question to ask; therefore it was necessary for me to ensure the public really thought about their answer. The overall reaction I got was that 2/3rds of the public felt that photographic pictures are more likely to be expected. This, therefore tells me that in order to appeal to the audience I should incorporate photographic aspects even though there is the suggestion from secondary research that this is not the common thing. Lost In Colour will be taking an original and unique approach to their new, first promotional campaign.

Question 6: What do you expect to see on a new albums magazine advert? (Tick all that apply)

The options that the public I asked had were: the album, pictures, pictures of the band, lyrics and information. Immediately I was made aware that all 25 members of the public expected to find information on the magazine advert, therefore I will definitely be including this. However, during my secondary research I will also look at the information they included to see what Lost In Colour’s album advert should have on. 0 out of 25 of the public felt that lyrics should NOT be include, therefore I will obviously not include this. Although 7 members of the public selected that they expected to see pictures of the band on the magazine advert I am not going to include this due to the majority of the public (16 out of 25) saying that they would just expect to see random pictures, a feature which I expect to find during secondary research. Just below half of the public also said that they expected to see the album on the magazine advert, therefore this suggests to me that I should perhaps use the same images for the front cover of the digi-pack and the magazine advert.

Question 7: What typograpghy would you expect to see associate with a pop-rock band magazine?

From asking this question I found that I did not get a clear answer, therefore finding out what sort of typography should be used during secondary research is a very important aspect. I will find the answer to this question through looking at similar genre bands to Lost In Colour in music magazines intended for promoting bands new albums.

Question 8: What is more effective a single page spread or a double page spread for a magazine advert?

This was an important question to ask as it would be 50 % of the overall decision of what the size of the magazine advert would be. I found that 17 out of 25 people thought that the most effective size would be a single page spread. Therefore, I will only be covering one size of a magazine, however as of yet it is uncertain what ratio of the one page spread will take up. This will depend on secondary research and what Rachel and I will find in other music magazines.

Question 9: What appeals most to you when looking at a magazine advert for a new album?

For this question I gave the option answers of: colour, picture, title and information. I found that just over half of the public I asked said that a picture would appeal most when they looked at a magazine advert for a new album. A few also said that the colour appeals to them most and stands out catching their eye. The options; title and information were only chosen by a couple of the public suggesting that they should be included, however are not to be used as the immediate thing to draw potential customer's attention.

Question 10: Do you expect a pop-rock bands digi-pack to be black & white OR colour?

The answer to this was very mixed and almost half chose each option. This suggests that the public are unsure with which would be the correct answer, although there isn’t one. This tells me that there is so much variety in the current music market that each individual singer or band try and take an original approach to a promotional campaign. Always expect the unexpected. Therefore I will look into this in more detail during secondary research.

Question 11: Do you expect a pop-rock bands digi-pack to be animated or photographic?

Much like the magazine advert in question 5 I found a similar answer. 8 people expected to see an animated pack, whereas the remainder thought that a photographic digi-pack would be more common. This, therefore tells me that in order to appeal to the audience I should incorporate photographic aspects even though there is the suggestion from secondary research that this is not the common thing. Lost In Colour will be taking an original and unique approach to their new, first promotional campaign.

Question 12: What is more effective a CD size digi-pack or a DVD size digi-pack?

Quite simply, the majority of the people I asked (22) said that they think a CD size digi-pack would be more effective in the case of an album. The reason being that this size is more convenient and also that you do not have to pay excessive amounts for the packaging.

Question 13: What do you expect to see inside a digi-pack? (Tick all that apply)

Straight away by looking at the answers to this question I can tell that the very popular choices of answer are: pictures of the band, lyrics and information about the band/ band members. Therefore, we will most definitely incorporate these aspects in Lost In Colours digi-pack, front, back and middle. The likely reason for these being chosen is due to these being the common aspects that consumers find alongside an album they have purchased. 9 people also chose that they expected to see pictures in the digi-pack, however this can correlate with pictures of the band.

Question 14: What typography would you expect to see associated with a pop-rock band digi-pack?

Much like question 7 I found that asking this question I did not get a clear answer, therefore finding out what sort of typography should be used during secondary research is a very important aspect. I will find the answer to this question through looking at similar genre bands to Lost In Colour in music magazines intended for promoting bands new albums.

Question 15: What magazine would you expect to find a pop-rock bands album advertised in?

This was possibly the most important question to ask in reference to advertising the album in a magazine. The was also the worry that the public would not know of the music magazines I had given them as an option, therefore I showed them a picture of the magazines to let them know. I found that the most popular of answers was the NME magazine, a very popular magazine for larger bands. However, there is the possibility that this maybe too financially expensive for the institution that Lost In Colour are signed to. Nobody chose Rock Sound, most likely due to its unpopularity with the general public, instead "rock" fans. Whereas a few people each chose the magazines: The Fly, which is slightly less common but know in schools and colleges with teenagers. Rolling Stones, which is intended for a slightly older audience and older bands and Q magazine which is slightly less well know. Therefore, it is likely that Lost In Colours new album will be promoted and advertised in NME for a considerable financial investment.

Primary Research - Questionnaire's

Brainstorm of question prepared in advance:

A questionnaire finding out what Lost In Colour's audience want from their promotional campaign:

A questionnaire finding out what audience Lost In Colour ' Searching For The Sun In The Dark' should be directed at: