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How my ideas changed
Original ideas
My original ideas for my digipak have changed slightly, as I have removed the acoustic guitar (as it was too bold and irrelevant) and I have changed the positioning of some of the pictures, as I wanted to show Andy has a more direct connection with his fans, I did this by having the shots of Andy with a front-facing angle, which also made him look approachable and welcoming.
The use of the transluscent blue and red copies was rather repetitive and the meaning behind it was confused, therefore I limited the use of this, making it more subtle, and understated, to combat this, I used a triangular shape red and blue background, then overlayed stars on top of the blue, and stripes over the red, in order to reflect the stars and stripes of the American flag.
The changes I have made fully coincide with the suggestions from my focus groups and highliht that my editing skills have developed since the start of the course, I have included a slightly cut-off close up of Andy's face, which creates a personal connection with the consumer, to highlight the personal connection further, I included a quote from Andy Grammer, as this will help people connect with him on a human level, so he's not just seen as a product of pop culture. The back certre page of my digipak (the track list) has overlays of stars and stripes to show the American theme clearly, as this was confused before, the inclusion of the bullet point stars also help promote this. The whimsicle affect on the CD shows that the music on it is also whimsicle, and therefore suggests that his music is moving and emotive.
After much contemplation, I have decided to change my digipak and magazine advert ideas, as I was not hapy with my final creation, the decision was made in order to highlight that I truly understand what a prefessional digipak and magazine advert look like, as to show that the research I have completed was relevant and helpful.
In order to create a professional-looking digipak, I have decided that my ideas are too basic, and with so many ideas in my head, I intend to create mock-up digipak and magazine variations in order to compare, and choose along with a small focus group.
This idea was conjured up as I was deciding on designs for another example, I liked this idea as it included a background (an element my focus group suggested) and was relatively easy to continue throughout my digipak and magazine, because of this, I found that the design expetly highlighted that I have used the information I concluded from my focus groups, and I have successfully used the conventions of typical digipaks and magazine adverts. Although I liked the overall look of this design, I am aware that this doesn't show my editing skills very well, and that it doesn't clearly highlight the genre of music the album falls under. Building on this, I intend on having my next design follow the same idea that 'less is more', as this is essentiall what Andy Grammer's music promotion pieces work on.
This idea does my editing skills more justice, as it shows that I can use shadowand highlighting effects. I liked the general look of this idea, as it appeared more professional and worked nicely throughout the entirety of the digipak and magazine design. I have used the same font for the previous design as I feel it suggested it was written by Andy himself, therefore added a more personal element to the design, as Andy has said the words quoted. The darkness of the background of the centre highlights the lighter CD, therefore creates a higher contrast and makes it stand out more, this is to literally 'highlight' the music as the main feature of the digipak, and to general;ly show a difference between the CD and the background, despite the fact that it is the same picture. With feedback from my superiors, I have concluded that the inclusion of the tour dates on the magazine advert are confusing, as it suggests it's more of a tour poster, rather than to promote an album.
After conducting brief focus group of my target demographic, I concluded that the ideas formulated would work well blended together, as they each comply to different conventions of digipaks and magazines. In order to 'blend' my ideas, I took the response from the seemingly undecided focus group, and used the elements from each that were most positively perceived; the text background, collage from the 'Honey, I'm good' music video, and the shot types, although some changes have been made, I have generally kept the elements that the focus groups have liked. Following suggestions from my focus groups, who stated they would appreciate more nformation, or follow ups from the artist in this format of digipak, I have included a 'special features' DVD, which includes music videos from all of the songs featured on the album, behind the scenes commentaries, and a video biography about Andy Grammer, this will be helpful for consumers to connect to the music and the artist.
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