Digipak Analysis

Lana Del Rey Born to Die

Genre: Pop music, Hip hop music, Indie pop
Release Date: 27th January 2012
Analysis
The true purpose of a digipak is to sell and promote an
artist or bands music. Furthermore, the digipak contains
a variety of element such as a tracklist, an album title, the
artists name, artwork/photography, a lyrics booklet etc.
The album is also created with the intention of making the
CD eye-catching, to attract an audience, to promote the
artists work as well as star image.
Front Cover
Font & Colours
This magazine advert has incorporated a white, sans serif
font (as well as the shirt Lana Del Rey is wearing) which
portrays purity and perfection. Furthermore, this implies
that she is a prim and proper lady as she is smartly
dressed with neat, curly hair.

The white tones of the font also suggest faith as well as innocence. This further supports the positive connotation of
Lana Del Reys appearance and her perfection. Lana Del Reys target audience will be encouraged to purchase her
album as she is portrayed as a goddess throughout her magazine advert.

The blue, sans serif font depicts intelligence as well as confidence which can also be seen through her stance as well
as her eye contact directly toward the camera. The bold sans serif font also draws the audiences attention towards
the album title and further promotes the album.
Layout
The front cover is portrayed in a simplistic style alongside
minimal text with the intention of drawing the audiences
attention to Lana Del Rey and her star image.
Lana Del Rey has been positioned in the centre of the
magazine advert in order to intrigue her audience and
encourage them to purchase her album.
The blue sky which can be seen in the background
represents happiness and serenity. The use of blue
colours has been incorporated within her album title Born
to Die. This has been completed with the intention of
drawing the audiences attention and informing them in
terms of the name of the album.
Facial Expression & Costume
Lana Del Rey is using direct address in order to draw her
audiences attention. Her facial expression is neutral and
resting which suggests that she is confident, strong and
empowering. The slight use of a low angle shot portrays
Lana Del Rey as dominant and defies the stereotype of
damsel in distress whilst intimidating her audience.
However, Lana Del Rey also contains feminine qualities
such as her use of red lipstick. Her red lipstick conveys
danger and strength as well as power and dominance
which could imply that her star image is a strong, independent woman. This allows the target audience to idolise
Lana Del Rey as women are typically seen as inferior in comparison to men.
Her gold hoop earrings support the idea of her glamourous lifestyle. Lana Del Reys youth is portrayed through her
almost bare face and radiant complexion which suggests she looks after herself and her appearance.

CD
Layout
The CD is portrayed in a solid green block of colour. Due to
the bright use of colour, this distinguishes the CD from the
remainder of the digipak. However, the CD is connected to
the digipak through the use of green both on the front
(album title 21) and back cover (track list numbers).
The record label logo is placed at the bottom of the CD in
order to avoid distracting the audience away from the main
focus the artists name and the album title.

However, the copyright information can be seen lining the

edge of the CD with the intention of adding an edgy feel to
the CD in order to, once again, avoid diverting the
audiences attention away from the main focus.
Font & Colours
The CD is portrayed in a solid white block of colour. The
colour white is considered to be the colour of perfection.
Once again, this supports the idea that Lana Del Rey is
prim and proper. The contrast between the white disk and
the red roses make the flowers the first thing the audience
sees.
Red roses represent love, beauty and courage. The use of the red roses could reflect the mood of her album. They
could also convey that her music is about love whilst she is portrayed as a courageous beauty. This enables her
audience to look up to her and further promotes her star image.

Back Cover & Spine

Layout
The most significant element within the back cover of the
digipak is the tracklist. This is because it portrays the
atmosphere of the album. Furthermore, the tracklist is
incorporated with the intention of informing the audience
as what to expect when they listen to Lana Del Reys
album.
Informative text such as copyright information, website
and record label are situated at the bottom of the back
cover. This has been done intentionally so that the text
informs the audience but doesnt distract them from the
main focus point the tracklist.
Font & Colours
The blue and white theme is continued onto the back
cover of the digipak, which enables the audience to
connect the various panels together. Moreover, the
audience would associate the spine, the front and back
cover with the album and artist (Lana Del Rey) regardless
of which angle they first view the album from.
A hint of blue has been incorporated within the titles of the tracklist in order to compliment the overall theme of the
digipak. The contrast between the back background (which is white) and the bold, sans serif font (which is blue)
draws the audiences attention towards the main focus the tracklist.
The copyright information is displayed on a cursive, handwritten style which emphasises the feminine aspect of the
album (as Lana Del Rey is female). Furthermore, the cursive font could suggest that Lana DEL Rey wrote it herself
which enables her audience to connect with her.