What is a Digipak?

WHAT IS A DIGIPAK?

A Digipack back is the album cover, casing, insert, track list and images found on the physical CD. The main purpose of a digipack is to promote the band or artist and in turn increase their turnover and profit made on sales. The digipack also helps to signify the genre and enforce particular emotions and feelings onto the viewer. Collectively this makes the CD more attractive to the viewer and increases sales.

The One Direction album's digipack has been created to promote the band and ensure more of their audience, in this case young females are attracted to purchase the album. This has been done by:

• Using young attractive males (band) to associate with their target audience - (predominately young females)
• The main image - shows the band being close 
•  The identify created by use of modern day clothing - maintain eyeline 
• Close up of individual band members - enabling audience to connect individually with each member
• Band shown as - fun close together, in a friendship group,
• Body language - laughing, arms around each other, close group of friends
• Facial expressions - smiling, direct point of address, appealing audience 
• Location - beach, connotations of free and easy life = youth, casual setting
• Font - smooth, not chaotic, modern reflecting genre

The Killers album digipack, unlike One directions, has been created to promote the music not the band. It's quite often bands or artists without pop influences in their music to concentrate on creating good music for their loyal fan base to enjoy.

• Using their image on the back of the digipack rather than the font, where as pop uses their image and the band members to promote the music, and Rock and Indie use their music to promote the band.
• More independent, not associated with mainstream pop.
• Audience would not be the same as One Direction. Album has more darker connotations, shown by colours and destroyed/decaying back ground + colour choice.
• More of a long shot - band members not attaining direct mode of address 
• Audience more older males, as this is associated with a harsher tone of music