Lighting: Artificial light was a large part of our

music video in order to obtain the upbeat, dance

vibe of the song. Gods Own Junkyard (used as the
location in the front cover) featured neon lights
which gave the shot a bright pink hue, thus fitting
in with our colour theme, while being party
enigmatic for the viewer. Furthermore, these neon
lights are also used on the back inside for the CD
disc, as it fits the theme while also being
aesthetically pleasing for the viewer.

Conventions: Many forms and conventions of the

indie pop genre are conformed to in this digipak. For
example, the inclusion of individual clothing choices
such as Emmas pink sequinned top as well as her
camouflage print trousers conform to the convention
of stars in the indie pop genre sporting individualistic
styles. Furthermore, the street art of the words With
Love also conforms to other real media products in
this genre, due to its youthful connotations and bright
neon colour.

Digipak: Radial Analysis

Typography: Bebas Neue found on dafont.com is a contemporary, simple bold font. The font is
similar to others used in the indie pop genre including Dua Lipa herself. I think that this is
effective as it enables all the text to be clearly read with no confusion with the brightly coloured
photos behind. The use of text was used in different forms across the digipak. For example, it was
used intertextually with the photo on the inside cover adding the quote come into my mind. The
use of different neon/pastel colours also made the text stand out in some instances such as the
bonus dvd on the back cover or the name of the album New Love, located on the spine. I think
this is effective in drawing the readers attention while keeping to the existing colour palette.

Setting: The setting of the shots is varied, in

order to contrast and give the viewer variety.
The front cover and back inside are taken from
the filming day at Gods Own Junkyard. These
both contain a lot of bright neon colour which
fits with the theme of music video, while the
inside cover plays to our use of pastels. The two
photos used on the left cover were taken from
Brighton. The street art represents the more
youthful aspects of our music video while the
back cover shot at school on a projector gives
the digipak a clear contrast in colour, while
being more sleek and subdued in atmosphere.

Editing: Colour correction was an important

feature of the editorial process for the design of
our digipak. The image on the left cover for
example was colour corrected (using RGB
curves) to make the shot more neon, therefore
more in keeping with the theme of our music
video. On the other hand, the image on the front
cover underwent colour correction in order to
reduce the saturation of the shot and restore a
more natural looking skin tone. Other minor
editorial techniques included adding text such as
come into my mind as well as the track listings.
Furthermore, sourcing the correct music labels
such as Virgin Records helps to improve the
digipaks professional look.
Shot Type/Camera Angle: The use of a close-up shot for the
front cover of the digipak is effective in impacting the reader.
Furthermore, the shot also allows the reader to see the stars
clothing as well as her makeup thus building a closer
relationship between them with the star. On the other hand,
the mid-shot of Emma located on the back cover is much more
conceptual in look, giving the digipak a more enigmatic
appearance. While on the left and inside cover, long-shots are
used to show our star in the broader surroundings, successful
in giving the reader or viewer a wider context of the location.

Composition: The images used in the digipak

were strategically placed to maximise its impact
to the audience. For example, the main cover is a
powerful shot of our star, with large amounts of
neon colour. On the other hand, shots such as
the blurred lines used for the back inside are
placed to be most effective on the CD in order to
avoid overusing photos of our star. In terms of
the composition of the shots themselves, the
front cover holds a centre position, in order to
position our star directly to the eyes of the
audience. Centre composition is also used in the
photos of our star; in the back and left cover in
order to signify this similar stance of importance.
On the other hand, photos such as the cover
inside are positioned to the left in order to share
equal importance of our star and the quote
come into my mind.

Images/Iconography: In order to create an effective digipak that

reflected both our stars carefree and laid-back personality, the
images we selected to use had to reflect these characteristics/traits.
For example, the rainbow wall image was used in order to represent
the music videos upbeat and positive tone. Meanwhile, the use of
bright neon for the title of the album New Love has positive
connotations of hope and happiness, in keeping with the upbeat
tone. The front cover with the neon signs hold religious
connotations, that are similarly used in other real media products in
the indie pop genre. Whereas, the image located on the digipaks
inside cover with the quote come into my mind represents the way
in which the viewer is transported into the world of our star
through the eyes of one of her friends.

Colour Scheme: Colour played one of the most

important roles in the identity of our music
video. Bright neon and pastel shades are used
throughout the design of the digipak in order to
grab the readers attention. The use of colour is
also a way to represent our stars mood and
personality, that being upbeat and carefree. This
use of colour throughout the digipak has also
been a vital part of maintaining a sense of
continuity and making the digipak instantly
recognised and associated with the music video.