Analysis of digipak

Analysis of Katy Perry's Digipack 

This digipak for Katy Perry's TEENAGE DREAM embodies the very sexual image she so obviously wishes to portray as a artists, posing naked in candy floss which are made to represent fluffy pink clouds; this also depicts the artist as feminine and child-like. In the photo above, Katy Perry is dressed as a burlesque artist, which confirms her desire to be a sex symbol, but at the same time she is surrounded by cakes and sweets, demonstrating her flirtatious, yet innocent individuality. Notwithstanding, she uses a rather child-like image to target her audience who are young adults/teenagers showing her sexuality through pictures. Katy Perry is appealing to them by showing that the things you enjoyed, loved and dreamed as a child can still make you look and feel sexy as an older person.

Colours that connote childhood like pinks, blues and reds all relate well to the title of her album, TEENAGE DREAM, as it seems she is trying to relive her child years, but with the experience and sexuality she has had, she continually portrays herself in a very sexual manner.

Black, a colour which usually connotes danger, in this case, depicts her impurity; while her red lipstick accentuates her eroticism. Katy Perry’s constant portrayal of naughtiness to her audience proves that it is very important to her to demonstrate this side of her personality, even though she is surrounded by childhood memories. Her target audience may feel attracted to her image, as in some ways they may relate or even been inspired by it.

The design and layout of this digipak is very simple, as in the bottom slides, the same cloud theme as well as the colour scheme with blue red and pink run throughout.

Both of these CD’s represent sweets and candy as they are colourful and both have appealing designs.

In the top slides, the image runs across both slides and a small text box has been placed on the top right corner, which shows pink writing, as it continues the girlish theme.

The simplicity of the typography and the layout used could appeal to her audience, as it has a relaxing feel to it, due to the colours chosen which allows them to retrieve their memories rather than them being taken in by the design.

The images have been chosen to clearly represent the artist as carnal and flirtatious, meanwhile showing Ms Perry’s mysterious side; although naked, her body is not overly exposed.

The typography is very clear and simple as it relates well to her target market (teenagers) as no complex language is used. Also the font is very simple and rather uniform, as there isn't much variety. The size doesn't vary that much either as the writing in quite small in all slides; this is because, as Katy Perry is an established artists, she is the main focus of the digipak as her audience is only interest in buying her album as they are her fans.

The digipak promotes this genre of pop music as extremely girlie and colourful. It also represents pop as youthful, full of fantasy and fun. This digipak is obviously marketed at girls or homosexuals as the use of pinks and candy usually appeal more to a female audience rather than a male. The artist’s beauty is something that could appeal to girls as it is something they may aspire and look up to.

The research into this digipak has helped me with the planning of my own; I have found that it is very important to ensure that our target audience is carefully targeted and that all the elements included may appeal to them. I have also realised that the use of colours are very important when targeting a younger audience; but by adding sexuality, an older audience would be more interested.

Through this example I have also found that when creating my own digipak I should ensure that there is an overall theme which runs through all the slides and that the choice of images are very important, especially when targeting a certain audience.